Activating the Flame: Brand Lessons from the Torch Relay
Few symbols capture the spirit of the Olympic Games quite like the flame. Lit in Olympia, Greece, and carried by thousands of torchbearers until it reaches the Opening Ceremony, the torch relay is more than pageantry—it is storytelling in motion that crosses the ages. For businesses, it is a great study in how to activate brand visibility, inspire participation, and create lasting community impact.
As Los Angeles looks ahead to hosting the 2028 Games, it’s worth revisiting the 1984 Olympics—the last time the Summer Games came to L.A.—and the groundbreaking torch relay that set new standards for both sports and sponsorship.
The 1984 Torch Relay: A Turning Point
The 1984 Los Angeles Olympics introduced a new model for financing and running the Games. Instead of relying heavily on public funds, organizers leaned on private sponsorships and creative community programs. The torch relay was at the center of this innovation.
Corporate Partnerships: AT&T served as the lead sponsor, providing communications infrastructure and logistics. Levi’s supplied uniforms, Converse provided shoes, and General Motors supplied vehicles. These companies weren’t just slapping logos on banners—they played active roles in making the relay possible.
The “Youth Legacy Kilometer” Program: For the first time, everyday people could sponsor a kilometer of the relay by donating $3,000 to youth charities such as the YMCA, Boys & Girls Clubs, and Special Olympics. In return, they or someone they chose carried the torch. This democratized participation and raised nearly $11 million for good causes.
Community Connection: With more than 9,300 miles traveled and thousands of torchbearers involved, the relay wasn’t just an L.A. event—it became a national celebration, with local stories amplified at every stop.
The result was an Olympic Games that turned a profit, funded youth sports through the LA84 Foundation, and left a legacy that endures today.
Lessons for Businesses Today
What can Southern California businesses learn from the 1984 torch relay as LA28 approaches? Plenty.
Be More Than a Logo
In ’84, brands like Levi’s and Converse embedded themselves into the experience by providing essential gear. When your brand plays an active role—through services, products, or expertise—you become part of the story.
Open the Door to Participation
The Youth Legacy Kilometer program proved that ordinary people (and small organizations) want to feel included. Businesses today can create similar opportunities—contests, sponsorship pools, or local partnerships—that invite their customers and community into the action.
Think in Local Touchpoints
The torch relay’s vast route gave countless towns a chance to shine. For LA28, businesses can prepare activations at “stop points”—local events, festivals, or viewing parties—where the flame or Olympic spirit will pass through.
Align With Legacy, Not Just the Moment
The LA84 Foundation is proof that when sponsorship dollars support community impact, the goodwill extends far beyond the Closing Ceremony. Businesses can link their involvement to long-term causes that matter to their audience—youth, education, health, or the arts.
Balance Commercial Visibility With Authenticity
The ’84 relay faced criticism from Greece, where some felt corporate sponsorship cheapened tradition. The lesson: your involvement must feel genuine, not opportunistic. Choose causes and activations that authentically align with your brand values.
Why This Matters for SoCal Businesses
The LA28 Games will draw millions of visitors, international media coverage, and once-in-a-lifetime opportunities for visibility. But it’s not only the global brands that benefit. Regional businesses—from restaurants to nonprofits—can ride the wave if they plan early, find authentic partnerships, and tell stories that connect.
The torch relay is a metaphor for this moment. Just as one flame is passed to another, each business has a chance to carry the spark of Olympic excitement into its community and customer relationships.
Join the Conversation in Los Alamitos
I’ll be sharing more insights on this topic at the Los Alamitos Chamber of Commerce Breakfast:
Friday, October 3rd, 7:30 AM
Maderas Steakhouse, 3642 Katella Ave, Los Alamitos, CA 90720
We’ll explore how local businesses can prepare for LA28, what lessons we can carry forward from 1984, and specific strategies to help your brand stand out as the world comes to Southern California.
Whether you’re a small business owner, nonprofit leader, or entrepreneur, this is your chance to learn how to activate your own Olympic strategy—and maybe even carry the flame for your community.
Carrying the Flame Forward
The torch relay reminds us that no one carries the flame alone. It’s passed from hand to hand, across miles, cities, and cultures. The same is true for brand storytelling: when you engage your community, partner authentically, and align with purpose, your message travels farther and burns brighter.
The flame is coming back to Los Angeles. Will your brand be ready to carry it?
Ready to explore how your business can align with LA28 opportunities? Contact Zydeco Design to schedule a Brand Tune-Up and start activating your strategy today.
