iHeartMedia is expanding its Olympic-sport portfolio, adding USA Lacrosse to a roster that already includes US Figure Skating and US Ski and Snowboard. The audio company becomes the organization’s first Official Audio Media Partner ahead of the 2028 Olympics.
Under the agreement, iHeart supports promotional campaigns for USA Lacrosse’s events and membership initiatives across its network of live radio stations, digital stations and podcasts. The company will also serve as a presenting sponsor of several marquee USA Lacrosse events, including the Atlas Cup, the Brogden Cup and the National Lacrosse Hall of Fame Induction Ceremony.
iHeart also becomes the first brand to receive jersey branding rights for the US Youth National Teams.
USA Lacrosse Vice President of Corporate Partnerships Will Blake said, “This is the type of partnership our team at USA Lacrosse has been building toward. iHeartMedia isn’t merely securing logo placement; they’re stepping into a category that’s never existed in our sport before, at a scale and a valuation that reflects our commercial growth and where this sport is headed. For the first time ever, a brand is putting its mark on the jerseys of our U.S. Youth National Teams. That’s not a sponsorship; it’s an investment in the next generation of players and fans who will carry this game forward and help us grow the sport for years to come.”
iHeart President of Business Development and Strategic Partnerships Michael Biondo said, “At iHeart, we’re focused on connecting audiences with the sports, athletes, and moments they care about most. As lacrosse continues its rapid growth and prepares for its return to the Olympic stage, we’re excited to partner with USA Lacrosse to help expand the sport’s reach, engage new fans, and create unique opportunities for athletes, players, and communities across the country.”
