L.A. Mayor Urges Small Businesses to Get Certified Ahead of Major Sports Event Contracts

By Marion Apio

Small business owners who fail to certify for the 2028 Olympic Games and other major sporting events in Southern California may lose out on lucrative contracts totaling billions of dollars, officials said.

“We want your small businesses to be ready for when contracts open so you can be available and contract-ready,” Los Angeles Mayor Karen Bass said.

She noted that events leading up to the 2028 Games offer businesses opportunities to prepare and participate in what she described as a “dress rehearsal for the big show.”

The 2028 Olympic and Paralympic Games are being framed as a major economic opportunity for Southern California, alongside other major sporting events such as the 2026 FIFA World Cup and 2027 Super Bowl.

Officials are concerned that small, women-owned, and minority-owned local businesses are at risk of securing a central role in these upcoming opportunities.

Bass acknowledged that navigating city contracts can be challenging for small businesses but promises to streamline the process before the upcoming games. 

Bass highlighted new and existing resources, including recently opened Business Source Centers in Watts and Boyle Heights, that the mayor said helped more than 1,200 small business owners secure over $9 million in funding last year. 

She also pointed to the city financing program that provides small businesses with access to capital for competitive contracts, and the new “Business Navigator,” which centralizes access to permits to prevent firms from getting lost in complex processes. 

Additionally, the city’s Procure LA initiative offers one-on-one consultations, training, certification assistance, proposal development, and registration with procurement tools, the mayor said 

The 2028 Games will be the first in history in which more women athletes will compete than ever before, according to Reynold Hoover, LA28 chief executive officer.

He noted the event will feature 36 sports and more than 15,000 athletes. 

“There is a long tradition of bringing sports equity back, and we’re really proud to be able to do it,” Hoover said. 

Hoover said the Games are hoping to increase staffing by up to 480 employees next year and reach about 4,000 by 2028, in addition to 50,000 volunteers.

City officials say the Play LA program will generate $60 million for youth sports development, including for those with physical disabilities.  The city will host one of the largest Paralympic Games in history. 

Executives with Dignity Health Sports Park, which is set to host five Olympic and three Paralympic sports, and Crypto.com Arena, said business and employment opportunities exist across the spectrum, from catering and signage to facility maintenance. 

A Crypto.com Arena executive added that a more diverse vendor network strengthens the city’s economy and urged firms to register quickly on procurement portals due to the rapid pace of contract awards. 

Both venues, along with the Los Angeles Sports & Entertainment Commission, recommended utilizing the city’s supplier portals as primary channels for securing contracts.

Luis Gonzalez, CEO of Directed Link LLC and a panelist at the recent Sports & Entertainment Procurement Summit, stressed that certification and subcontracting are crucial, noting that “certification gives you a seat at the table.” 

Panelists also advised businesses to manage expectations, especially concerning payment schedules, and to consider using AI tools for proposal writing and social media management in order to remain competitive.

The upcoming Compete4LA database is slated to connect more than 40,000 diverse suppliers with contracting entities. Concurrently, the Department of Economic Opportunity (DEO) in Los Angeles County fosters inclusive growth through free business services, legal aid, and technical assistance.

County certification grants recipients a 15% price bid reduction, a 15-day prompt payment guarantee, and placement on preferred small business lists. 

County officials pointed to the region’s $50 billion annual budget and 100,000 employees as providing unprecedented scope for certified, contract-ready local vendors.

The city’s procurement plan, scheduled for release in 2026, is projected to commit 85% to 90% of its budget within the 18 months immediately preceding the Games, prioritizing safety, sustainability, and inclusivity throughout. 

“This is a moment for every business—large and small—to participate in shaping Los Angeles’ future,” Hoover said.