EXECUTIVE SUMMARY
Snowflake was named the Official Data Collaboration Provider of the LA28 Olympic and Paralympic Games and Team USA in May 2025. The three-year partnership positions Snowflake's AI Data Cloud as the backbone for what LA28 is billing as "the most data-driven Olympic and Paralympic Games of all time."
Unlike traditional sponsorships that are primarily branding exercises, Snowflake's role is deeply operational: the platform will support Games planning and delivery, athlete training data management, health records, nutrition tracking, and personalized fan engagement across digital channels. This makes Snowflake both a technology vendor and a marketing partner.
Snowflake (NYSE: SNOW) reported $3.63 billion in fiscal year 2025 revenue and is on pace for approximately $4.6 billion in FY2026. Under CEO Sridhar Ramaswamy (appointed February 2024), the company has pivoted aggressively toward AI and agentic computing, using the Olympic partnership to showcase enterprise AI capabilities on a global stage.
1. OLYMPIC HISTORY & MARKETING PRESENCE
1.1 Partnership Timeline & Evolution
This is Snowflake's first Olympic sponsorship. The partnership was announced on May 27, 2025.
Snowflake has no prior Olympic or major sports sponsorship history. The company's marketing has historically been oriented toward enterprise technology buyers through events like Snowflake Summit, developer conferences, and B2B content marketing.
1.2 Milano Cortina 2026
While Snowflake's primary partnership is with LA28, the company has an active Winter Games connection:
- USA Bobsled/Skeleton partnership: Snowflake announced a partnership with USABS to use its data and AI platform to support athletes, enhance sled technology, and inform strategic decisions in the run-up to Milano Cortina 2026. This includes secure data sharing for training analytics, performance metrics, and equipment optimization.
- This USABS partnership provides a proof-of-concept for the broader Team USA athlete performance data capabilities planned for LA28.
1.3 Signature Programs
The LA28 partnership itself is the inaugural program, with three primary workstreams:
- Games operations: Data collaboration platform for LA28 planning, logistics, and delivery
- Athlete performance: Training data, health records, and nutrition tracking for Team USA
- Fan engagement: Building comprehensive fan profiles for personalized engagement across viewing, attending, and social channels
2. LA28-SPECIFIC INITIATIVES
2.1 Announced Plans & Positioning
- AI Data Cloud deployment: Snowflake's core platform will serve as the data collaboration layer across LA28 operations
- Athlete data: Collecting and analyzing training data, health records, and nutrition information for Team USA athletes
- Fan profiling: Building complete profiles of each fan to enable personalized engagement, whether fans are watching from home, attending events, or following on social media
- Cross-organizational data sharing: Enabling data collaboration across the LA28 organizing committee, venue operators, broadcasters, and partner organizations
- "Most data-driven Games" narrative: Snowflake's involvement is framed as making LA28 a technological showcase
LA28 Venue 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). LA28 will be the first Games since 1948 built entirely on existing infrastructure. The dispersed venue footprint creates a more complex data integration challenge than prior Games, with fan and operational data flowing from sites across the LA metro area. The Ticket Draw registration opened January 14, 2026 with tickets from $28; the first sales drop is scheduled for April 2026. Snowflake's fan profiling capabilities will be tested at scale across ticketing, in-venue, and broadcast data streams.
2.2 Regulatory/Market Context
Data privacy regulations (CCPA in California, GDPR for international athletes and fans) create meaningful compliance requirements for the fan profiling and athlete health data workstreams. Snowflake's platform includes governance and access control features, but the scope of data collection described in the partnership raises questions about consent frameworks and data retention that will need public clarification.
The broader enterprise data market is intensely competitive, with Databricks, Google BigQuery, Amazon Redshift, and Microsoft Fabric all vying for the same category of workloads.
3. EXECUTIVE LEADERSHIP & DECISION-MAKERS
3.1 C-Suite Leadership
- Sridhar Ramaswamy - CEO (since February 2024). Former Google ad executive and founder of Neeva (search startup acquired by Snowflake). Has re-energized the product roadmap with AI-first strategy. Runs weekly "war rooms" focused on AI product development.
- Brian Robins - CFO. Raised FY2026 product revenue guidance to $4.446 billion.
3.2 Olympic Partnership Leadership
Not publicly disclosed. Given Snowflake's enterprise sales model, the partnership likely involves both the marketing/brand team and a dedicated solutions engineering function for the operational components.
3.3 Board Members with Relevant Experience
- Frank Slootman (former CEO, now Chairman Emeritus) oversaw the company's IPO and initial growth phase. The LA28 partnership was secured under Ramaswamy's leadership.
4. AGENCY & CREATIVE PARTNERS
4.1 Agency Model
Snowflake's marketing is oriented toward enterprise B2B audiences. The company invests heavily in owned events (Snowflake Summit), developer community, and content marketing rather than traditional consumer advertising.
4.2 Known Agency/Partner Relationships
Specific agency relationships for the Olympic partnership are not publicly disclosed. Snowflake's marketing function is significant in scale given the company's $3.6B+ revenue, but agency details are not prominent in public materials.
4.3 Notable Creative Executions
The Olympic partnership announcement itself was positioned as a technology story rather than a traditional sports marketing activation. The framing of "most data-driven Games" serves as both a marketing message and a product demo narrative for enterprise buyers.
5. COMPETITIVE POSITIONING
5.1 Market Share & Competitive Landscape
Snowflake operates in the cloud data platform market, competing with:
- Databricks - Primary competitor in data lakehouse/AI; privately held, reportedly valued at $62B+
- Google BigQuery - Google Cloud's data warehouse
- Amazon Redshift - AWS's data warehouse offering
- Microsoft Fabric - Microsoft's unified analytics platform
- Palantir - Government/enterprise data analytics (has its own Olympic adjacency through defense/intelligence work)
Snowflake's differentiator is its multi-cloud architecture (runs on AWS, Azure, and GCP) and its data sharing/marketplace capabilities, which are directly relevant to the multi-stakeholder Olympic use case. None of these competitors hold Olympic sponsorships, though Google (which operates BigQuery) is itself an LA28 Official Partner through its broader cloud and AI services.
Cross-Sponsor Technology Dynamics: Snowflake's Olympic data platform sits alongside Google (cloud/AI), Cisco (networking), CDW (IT equipment), and Alibaba (OBS Cloud broadcast) in LA28's technology ecosystem. Snowflake's multi-cloud architecture means it can run on Google Cloud while maintaining vendor neutrality, a capability its single-cloud competitors (BigQuery on GCP, Redshift on AWS, Fabric on Azure) cannot match.
5.2 Olympic Sponsorship Differentiation
Snowflake is the only cloud data platform with an Olympic partnership. The operational depth of the engagement (actually running Games data infrastructure, not just logo placement) provides credibility that a pure branding deal would not. For enterprise buyers evaluating Snowflake vs. competitors, an Olympic-scale deployment is a compelling proof point. The partnership also provides Snowflake with a concrete use case for its data sharing capabilities, as Olympic data flows between the organizing committee, broadcasters, federations, and sponsors.
5.3 Key Brand Messaging
- AI Data Cloud: Unified platform for data, AI, and applications
- Data sharing and collaboration: The ability for multiple organizations to share and govern data across boundaries
- Enterprise AI: Moving from data warehousing to AI-powered insights and agentic computing
- Scale and reliability: Olympic-scale data operations as proof of platform capability
6. KEY METRICS & BUSINESS CONTEXT
6.1 Financial Performance
- FY2025 Revenue: $3.63 billion (29% YoY growth)
- Q3 FY2026 Revenue: $1.21 billion (29% YoY growth)
- FY2026 Product Revenue Guidance: $4.446 billion (28% growth)
- Net Revenue Retention: 125% (as of October 2025)
- Market Cap: ~$50-55 billion (NYSE: SNOW)
- Profitability: Not yet profitable on a GAAP basis; losses narrowing
6.2 Olympic Period Performance
Not applicable; LA28 will be the first Games deployment. However, Snowflake's operational involvement begins well before the Games themselves, as the platform is being used for Games planning and delivery.
APPENDIX: KEY SOURCES
Official Sources
- Snowflake Newsroom: LA28 and Team USA Partnership Announcement (May 2025)
- Snowflake Blog: How Data Collaboration Will Help Make LA28 Most Data-Driven Games Ever
- USOPC: Snowflake Partnership Announcement (May 2025)
- LA28 Newsroom: Snowflake Partners with LA28 and Team USA
- BusinessWire: Partnership Press Release (May 2025)
Industry Analysis
- Inside The Games: Snowflake: The brain behind LA28
- Cloud Wars: Snowflake Powers LA28 Olympics as Official Data Collaboration Provider
- MobiHealthNews: Snowflake named as data partner for LA28 Olympics
- Fortune: Snowflake CEO on AI war rooms and company resurgence
Financial Filings
- Snowflake Q3 FY2026 Earnings Release (December 2025)
- Snowflake FY2025 Annual Results
- Snowflake Investor Relations: investors.snowflake.com
End of Research Brief