A new LA28 licensing program could give local makers a chance to sell official Olympic merchandise. But Los Angeles city businesses get the first opportunity to apply, and the costs still need a closer look.
Picture a small print shop in Los Angeles.
The owner makes T-shirts for neighborhood restaurants, school fundraisers and family celebrations. Business is steady, but reaching customers beyond the community isn’t easy.
Now imagine that same shop selling officially licensed merchandise for the 2028 Olympic and Paralympic Games.
For some local businesses, that possibility is getting closer.
Applications for Made for Two-Eight, a new licensing program from LA28, open Friday, October 30. The program will allow selected small businesses to make and sell merchandise featuring approved LA28 branding.
It’s an opportunity to reach new customers. But it comes with eligibility rules, a competitive selection process and financial questions owners should understand before applying.
Can your business qualify?
LA28 says applicants must meet three main requirements.
First, the business must qualify as small under U.S. Small Business Administration size standards.
Second, its products must be manufactured or created at a physical facility within Los Angeles County.
Third, materials should come from local suppliers where feasible. LA28 will prioritize products made with all or nearly all materials sourced within the county, with additional consideration for city-sourced materials.
A family-owned workshop in Pomona or a small manufacturer in Long Beach may qualify even though neither is within Los Angeles city limits.
But a company with an L.A. mailing address and a factory outside the county shouldn’t assume it’s eligible.
Where the product is actually made matters more than the address on a business card.
Why some businesses must wait to apply
October 30 is opening day, but not for everyone.
During the first month, LA28 will review applications exclusively from businesses manufacturing or creating products within the City of Los Angeles.
After that period, applications will open to eligible businesses elsewhere in Los Angeles County.
That means an entrepreneur in Pasadena, Pomona or another city outside Los Angeles should prepare now but wait for the countywide application phase.
LA28 has not announced the exact date that second phase begins.
The overall application period is scheduled to close in February 2027. Selected businesses are expected to be announced in July 2027.
What could a small business actually sell?
Think beyond T-shirts.
LA28 says the program is intended to showcase products made by local artisans, manufacturers and other small businesses.
Homeboy Industries is the first participating organization. Its licensing agreement covers apparel and accessories, including merchandise featuring LA28 branding.
For an organization that has long connected employment and training with community support, the partnership shows how a local enterprise can participate in the Games.
But there’s an important limit.
Homeboy’s agreement doesn’t mean every applicant will be allowed to make apparel or use the same designs.
Each approved business will receive a license covering particular products and conditions.
A candle maker, print shop or accessories manufacturer should wait to see which categories are available before investing in Olympic-themed inventory.
Will the license be worth the cost?
For a small business owner, this may be the question that matters most.
An LA28 license could open doors to new customers. But producing merchandise also means paying for materials, labor, packaging and possibly equipment.
Then there are the licensing terms.
LA28 says category-specific terms and conditions will be published when applications open. As of October 27, the public announcement does not establish the fees, royalty rates or other financial obligations that would apply to every licensee.
Before signing anything, owners should find out whether they’ll owe an upfront fee, a percentage of sales or a minimum payment.
They should also ask about insurance, quality standards, approved sales channels and what happens to unsold products when the license ends.
The distinction between opportunity and guaranteed income matters. Parriva’s earlier reporting on how small businesses can prepare for LA28 contracts explains why being eligible for Olympic-related business doesn’t automatically mean winning work.
Merchandise licensing is different from supplying goods or services directly to Games organizers. In both cases, owners still need to understand the numbers.
How to apply for Made for Two-Eight
Applications will be available through the Regional Alliance Marketplace for Procurement, known as RAMP, beginning October 30.
LA28 encourages interested businesses to register now and subscribe to Sports and Entertainment Announcements and Opportunities notifications.
Owners should gather basic information about their company, manufacturing location, products and suppliers.
If you’ve never used RAMP, Parriva’s guide to preparing for major-event business opportunities in Los Angeles explains how to get organized before competing for work. Those procurement opportunities are separate from the merchandise licensing program.
Most importantly, review the actual licensing terms once they’re posted. Registration alone does not make a business an approved LA28 merchandise seller.
A chance to grow, with some homework first
Selected businesses are expected to begin selling approved merchandise around mid-2027, with licenses running through August 2028.
For a neighborhood manufacturer, the Games could bring customers who might never otherwise discover its products.
That’s worth exploring.
But before ordering materials or printing an Olympic emblem, owners need to know whether they qualify, what they’re allowed to make and how much participation could cost.
The Olympic spotlight may be coming to Los Angeles. Making it profitable for a small business will still take planning.
