The Torch Passes Here: How local heroes light the way

Do you remember the 1984 Olympic Torch Relay? In LA28, businesses once again have a chance to “carry the flame.”

When the Olympic torch passed through Southern California in the summer of 1984, it did more than signal the arrival of the Games. I ignited a movement of community pride and business innovation that changed the way the world experiences the Olympics.

For the first time in Olympic history, the torch relay was commercially sponsored, creating new opportunities for businesses and agencies to get involved while bringing the flame through thousands of local communities. The 1984 relay stretched more than 9,000 miles across the U.S., powered by thousands of torchbearers and a new model of civic participation. Along the way, small towns, civic groups, and local businesses turned out in force to line the streets, decorate storefronts, and celebrate their moment in the spotlight.

That year, Southern California didn’t just host the Olympics—it activated them.

The Birth of Business Involvement

The sponsorship model that began in 1984 established a new kind of partnership between the Games and host communities. Businesses could play an active role, not just as spectators or advertisers, but as collaborators in creating memorable brand experiences.

For many local companies, this was their first taste of what we now call brand activation: aligning their products, services, and values with the energy of the Olympic movement. From themed menus and patriotic displays to community celebrations and employee volunteer days, everyone found a way to carry the flame forward.

It was an early lesson in how global events can spark local opportunity, one that’s just as relevant now as we look ahead to LA28.

Then and Now: Carrying the Flame Forward

Forty years later, the torch will once again travel through Southern California on its journey to Los Angeles. The details of the route are yet to come.

This time, the opportunity is even broader. The LA28 Olympic and Paralympic Games are committed to building the most local and inclusive Games ever, with a focus on supplier diversity and small business engagement. That means women-owned, minority-owned, veteran-owned, and small local enterprises have a real chance to take part—through contracts, collaborations, and creative partnerships.

You don’t have to be a torchbearer to carry the flame.

Be Part of the Journey: “Get in the Game” Procurement Fair

Next week, you’ll have a unique chance to learn more about how your business can get involved. On Thursday, November 6, the Los Angeles Area Chamber Foundation will host the “Get in the Game” Procurement Fair at The Proud Bird near LAX.

This event is designed to connect local businesses with contracting and procurement opportunities tied to LA28 and other major regional projects. Participants will hear directly from decision-makers, learn how to qualify for contracts, and explore ways to partner with public agencies, corporations, and nonprofits preparing for the Games.

Register here: https://lachamber.cventevents.com/event/2025_PF_NOV/Summary

If 1984 showed us the power of local business involvement, 2028 will prove that inclusivity and innovation can light the way for a new generation.

Carry the Torch

Just as 1984’s flame lit up our local streets, LA28’s torch is already illuminating a path for small businesses across Southern California. Whether through procurement, partnerships, or community engagement, your chance to be part of Olympic history is within reach.

Let’s make sure the torch passes through your neighborhood—not just as a symbol of athletic achievement, but as a beacon of local pride and economic opportunity.

Want to explore how your business can “get in the Games”? Let’s connect for a one-on-one strategy session to plan your Olympic journey.