In a landmark announcement on Tuesday, LA28 Olympic organizers unveiled an ambitious ticketing strategy designed to ensure the 2028 Games remain both accessible and financially inclusive. The initiative, heralded as unprecedented in Olympic history, will see one million tickets priced at a symbolic $28, while approximately one-third of all available tickets (around 4.6 million) will be offered at $100 or less.
The announcement was made during a ceremonial lighting of the Olympic cauldron at Los Angeles’ historic Memorial Coliseum, attended by approximately 300 Olympians and Paralympians. LA28 Chairman Casey Wasserman emphasized that affordability and inclusion form the cornerstone of their planning philosophy. “From the beginning, we’ve been clear: access to these games belongs to everyone,” Wasserman stated. “These games have to be affordable and inclusive.”
The ticketing process will commence with a global registration lottery opening Wednesday at 7:00 AM local time (1500 GMT). Prospective attendees worldwide can register for a random draw that will allocate time slots for ticket purchases beginning in April. This approach aims to create equitable access opportunities for fans across economic backgrounds.
The affordability initiative appears partly responsive to recent criticism of major sporting events’ ticketing strategies. FIFA faced significant backlash over “extortionate and astronomical” pricing for the 2026 World Cup across the United States, Canada, and Mexico, ultimately forcing the football governing body to introduce limited $60 tickets.
LA28 executives highlighted additional indicators of public enthusiasm, noting over 150,000 volunteer applications already received. Chief Executive Reynold Hoover characterized this response as evidence of widespread community support, stating: “That’s nearly 150,000 supporters saying ‘I want to be a part of this, I want to be a part of history.’”
The emotional significance of accessible pricing was underscored by Janet Evans, LA28’s Chief Athlete Officer and four-time Olympic gold medalist in swimming. Recalling her transformative experience attending the 1984 Los Angeles Olympics as a 12-year-old spectator, Evans noted: “Making tickets accessible and affordable for everyone here in the city of Los Angeles is going to inspire young people… because that’s what the Olympics do—they inspire people.”









