EXECUTIVE SUMMARY
Cedars-Sinai is the Official Medical Provider for the LA28 Olympic and Paralympic Games, announced as the fifth Official Supporter in LA28's fourth commercial partner tier. The partnership makes Cedars-Sinai the exclusive medical provider in Los Angeles and surrounding Southern California for the 2028 Games, responsible for advising on planning and delivering medical services at the Olympic and Paralympic Village and sporting venues.
This is a distinctive partnership category. Unlike most Olympic sponsors selling consumer products or technology services, Cedars-Sinai brings clinical capability and institutional credibility as one of the nation's top-ranked academic medical centers. The partnership extends to the U.S. Olympic & Paralympic Medical Network, where Cedars-Sinai supports athlete medical treatment in the lead-up to the Games.
The appointment of Cedars-Sinai sports medicine specialist Casey G. Batten, MD, as Chief Medical Officer for the LA28 Games deepens the institutional integration. Batten will be responsible for all aspects of medical services planning and delivery as the senior medical official within the Organizing Committee, and will serve as a member of the IOC's Medical and Scientific Commission.
1. OLYMPIC HISTORY & MARKETING PRESENCE
1.1 Partnership Timeline & Evolution
This is Cedars-Sinai's first Olympic partnership. As a nonprofit academic medical center, Cedars-Sinai has not historically engaged in sports sponsorship at this scale. The institution's connection to the Olympics is rooted in its role as a premier LA healthcare provider rather than prior Olympic involvement.
Cedars-Sinai has long-standing relationships with Los Angeles professional sports teams and athletes, providing sports medicine services to the region, but the LA28 deal represents its first formal Olympic affiliation.
1.2 Milano Cortina 2026
No Milano Cortina 2026 activation identified. Cedars-Sinai's partnership is focused on LA28 medical services delivery. As a member of the U.S. Olympic & Paralympic Medical Network, Cedars-Sinai may support Team USA athletes' medical needs during the Milano Cortina preparation period, but no specific Winter Games activation has been announced.
1.3 Signature Programs
- U.S. Olympic & Paralympic Medical Network: Cedars-Sinai is a member of the network, supporting medical treatment of Team USA athletes preparing for national and international competitions through 2028.
- Chief Medical Officer Appointment: Dr. Casey G. Batten named CMO for LA28, responsible for all medical services planning and delivery. He serves as the primary link with the IOC Medical and Scientific Commission.
- Sports Medicine Leadership: Cedars-Sinai Orthopaedics has appointed dedicated sports medicine leaders in connection with the Olympic partnership.
2. LA28-SPECIFIC INITIATIVES
2.1 Announced Plans & Positioning
Cedars-Sinai's LA28 role is operational and clinical:
- Medical Services Planning: Advising LA28 on the design and delivery of medical services infrastructure across the Games.
- Athlete Care: Providing care for athletes, coaches, and team personnel at the Olympic and Paralympic Village and competition venues.
- Visitor Services: Extending medical support to the global visitors who travel to Los Angeles for the Games.
- Exclusive Regional Provider: Cedars-Sinai holds exclusive medical provider rights in Los Angeles and surrounding Southern California.
- IOC Integration: Dr. Batten serves on the IOC's Medical and Scientific Commission, connecting Cedars-Sinai directly to international Olympic medical governance.
- Team USA Support: Pre-Games athlete care through the U.S. Olympic & Paralympic Medical Network, including treatment for athletes in training and competition.
LA28 Venue & Medical Infrastructure Context: The Games will use 40+ competition venues across the LA metro area, with a dual-venue Opening Ceremony shared between the LA Memorial Coliseum and SoFi Stadium (announced May 2025). This dispersed venue footprint creates significant medical logistics challenges: Cedars-Sinai must coordinate emergency and routine care across sites from Long Beach to Pasadena to the San Fernando Valley. SoFi Stadium will be reconfigured for swimming in Week 2 with 38,000 spectator capacity, the largest swimming venue in Olympic history, requiring dedicated poolside medical teams. The Games dates (July 14-30 for Olympics; August 15-27 for Paralympics) coincide with LA's hottest months, introducing heat-related medical concerns for athletes, volunteers, and spectators across outdoor venues. Soccer venues in six cities nationwide (New York, Columbus, Nashville, St. Louis, San Jose, San Diego) may require coordination with local medical providers beyond Cedars-Sinai's Southern California footprint.
2.2 Regulatory/Market Context
- Los Angeles has a deep concentration of world-class medical institutions, but Cedars-Sinai's exclusive LA28 designation gives it primacy during the Games period.
- Hosting the Olympics creates significant medical infrastructure demands: emergency services across 40+ venues, anti-doping coordination, athlete rehabilitation, spectator care, and coordination with international medical teams.
- The healthcare partnership model is relatively unusual in Olympic sponsorship. Medical providers have served in similar roles at other Games (e.g., hospital systems in Tokyo and Paris), but the Official Supporter commercial tier gives Cedars-Sinai more brand activation rights than a purely clinical arrangement.
3. EXECUTIVE LEADERSHIP & DECISION-MAKERS
3.1 C-Suite Leadership
- Peter L. Slavin, MD - President & CEO since October 2024. Previously served as President of Massachusetts General Hospital for over a decade. Succeeded Thomas M. Priselac, who led Cedars-Sinai for 30 years.
- Thomas M. Priselac - President & CEO Emeritus. Joined Cedars-Sinai in 1979, served as CEO from 1994 to 2024. The LA28 partnership was likely initiated during his tenure.
- Jeffrey Smith - EVP & COO
- Arthur J. Ochoa - SVP for Advancement & Chief Advancement Officer (external relations)
- Linda Burnes Bolton - VP & Chief Nursing Officer
3.2 Olympic Partnership Leadership
- Casey G. Batten, MD - Chief Medical Officer for LA28. Cedars-Sinai sports medicine specialist responsible for all medical services planning and delivery. Primary link with the IOC Medical and Scientific Commission and the IPC Chief Medical Officer.
- Arthur Ochoa's advancement/external relations team likely manages the commercial and brand elements of the partnership.
3.3 Board Members with Relevant Experience
Cedars-Sinai's board of directors includes prominent Los Angeles business, philanthropic, and entertainment figures, consistent with its role as one of LA's anchor institutions. Specific board member profiles relevant to sports or Olympic partnerships are not publicly detailed.
4. AGENCY & CREATIVE PARTNERS
4.1 Agency Model
As a nonprofit academic medical center, Cedars-Sinai's marketing model differs fundamentally from commercial sponsors. The institution invests in brand awareness and patient acquisition marketing but does not operate a consumer brand advertising program comparable to corporate Olympic sponsors.
4.2 Known Agency/Partner Relationships
Not publicly disclosed in the context of Olympic partnership activation. Cedars-Sinai's marketing is managed through its internal communications and marketing teams.
4.3 Notable Creative Executions
Cedars-Sinai's Olympic-related communications to date have focused on institutional announcements (partnership announcement, Dr. Batten's CMO appointment, sports medicine leadership) through its newsroom and traditional PR channels rather than consumer advertising campaigns.
5. COMPETITIVE POSITIONING
5.1 Market Share & Competitive Landscape
Cedars-Sinai is one of the largest nonprofit academic medical centers in the United States:
- U.S. News & World Report: Consistently ranked among the top hospitals nationally, with multiple specialty rankings.
- Regional Competitors: UCLA Health, Keck Medicine of USC, Providence, Kaiser Permanente in the greater Los Angeles market.
- Scale: Approximately 16,000 employees, making it one of LA's largest private employers.
- Research: Major academic research institution with significant NIH funding.
No regional competitor holds any Olympic affiliation. UCLA Health and Keck Medicine of USC could theoretically have pursued a similar partnership given their proximity to Olympic venues, but Cedars-Sinai secured the category. The partnership also connects to Eli Lilly (LA28 Official Partner for health equity), creating a health-focused duo within the sponsor portfolio: Lilly on the pharmaceutical/public health side, Cedars-Sinai on the clinical/sports medicine side.
5.2 Olympic Sponsorship Differentiation
Cedars-Sinai is the only healthcare institution in LA28's commercial partner program. The medical provider role is inherently operational rather than purely promotional, giving the partnership functional credibility that most sponsorships lack. Cedars-Sinai will serve as the medical services provider for the Games, a role that directly impacts athlete safety and event operations.
5.3 Key Brand Messaging
- World-class medical care rooted in Los Angeles
- Academic excellence and research leadership
- Commitment to community health
- Sports medicine expertise serving elite athletes
6. KEY METRICS & BUSINESS CONTEXT
6.1 Financial Performance
Cedars-Sinai is a private, nonprofit institution. Financial data is more limited than publicly traded sponsors:
- Revenue: Estimated at approximately $5 billion annually (varying estimates due to system-level vs. medical center reporting).
- Employees: Approximately 16,000.
- Status: Nonprofit 501(c)(3) organization. Financial statements available through IRS Form 990 filings.
- Expansion: Cedars-Sinai has been expanding its regional footprint in Southern California through affiliations and acquisitions.
6.2 Olympic Period Performance
Not applicable at this stage. As a nonprofit medical provider, Cedars-Sinai's Olympic ROI will be measured in institutional prestige, sports medicine referrals, and regional brand strengthening rather than direct revenue generation.
APPENDIX: KEY SOURCES
Official Sources
- Cedars-Sinai Newsroom: cedars-sinai.org/newsroom
- LA28 Official Newsroom: la28.org/en/newsroom
- Cedars-Sinai LA28 Partnership Announcement (2025)
- Casey G. Batten CMO Announcement: cedars-sinai.org/newsroom
Industry Analysis
- Becker's Hospital Review: Cedars-Sinai Olympic partnership coverage
- The Sports Examiner: LA28 medical provider reporting
- Sportcal: Cedars-Sinai LA28 sponsorship analysis
Financial Information
- ProPublica Nonprofit Explorer: IRS Form 990 filings for Cedars-Sinai
- Cedars-Sinai Report to the Community: cedars-sinai.org/about/report-to-the-community
End of Research Brief