NBC Kicks Off 2028 L.A. Olympics Marketing Campaign With Kate Hudson

The network debuted a short film featuring Hudson and Olympic stars during the Milan Cortina Olympics closing ceremonies, teeing up the 2028 Los Angeles games.

Feb. 22, 2026 at 10:10pm

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As the 2026 Winter Olympics come to an end, NBCUniversal is officially launching its marketing campaign for the 2028 Summer Games in Los Angeles. During the closing ceremonies of the Milan-Cortina games, NBC debuted a two-minute film starring Kate Hudson and a number of summer Olympics stars, set to the tune of The Mamas & The Papas' 'California Dreamin''. The spot, titled 'LA28 Dreamin'', aims to build excitement for the next games, which are expected to be a ratings draw given the U.S. setting and the addition of new sports.

Why it matters

NBC is pulling out all the stops to promote the 2028 Los Angeles Olympics, recognizing the potential for high viewership and engagement given the U.S. location and the inclusion of popular new sports. By featuring a high-profile celebrity like Kate Hudson and showcasing a diverse array of Olympic athletes, the network is hoping to capture the spirit and energy of Los Angeles and generate widespread anticipation for the upcoming games.

The details

The two-minute 'LA28 Dreamin'' film was debuted during the closing ceremonies of the 2026 Milan Cortina Olympics. It features Kate Hudson and a number of 2028 Olympic hopefuls, including Jack Alexy, Perris Benegas, Rai Benjamin, Jordan Chiles, Kelly Cheng, Jagger Eaton, Jajaira Gonzalez, Jamal Hill, Nick Itkin, Megan Kraft, Blake Leeper, Caroline Marks, Helen Maroulis and Curtis Thompson. The spot was filmed across various iconic Los Angeles locations, from Downtown L.A. to Venice Beach, the 6th Street Bridge and the Los Angeles Memorial Coliseum.

  • The 'LA28 Dreamin'' film debuted during the closing ceremonies of the 2026 Milan Cortina Olympics on February 22, 2026.
  • The 2028 Summer Olympics in Los Angeles are scheduled to take place in 2028.

The players

NBCUniversal

The media company that owns the broadcast rights to the Olympic Games in the United States.

Kate Hudson

An American actress who stars in the 'LA28 Dreamin'' promotional film for the 2028 Los Angeles Olympics.

The Mamas & The Papas

The 1960s folk rock band whose song 'California Dreamin'' is featured in the 'LA28 Dreamin'' film.

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What they’re saying

“As the world gathers in Milan to close one Olympic chapter, LA28 Dreamin' opens the door to what's next. With LA28 Dreamin', we wanted to create a moment that feels both iconic and forward‑looking. Kate Hudson brings a deeply personal connection to Los Angeles, and together with the athletes and the music, it sets the tone for the next Olympic chapter — one rooted in culture, creativity, and possibility. With Kate Hudson at its center, this piece captures the spirit and unmistakable energy of Los Angeles — a love letter to the city and a powerful invitation to dream ahead to the Summer Games in 2028.”

— Jenny Storms, CMO for Television & Streaming, NBCUniversal (The Hollywood Reporter)

What’s next

NBC is expected to continue ramping up its marketing and promotional efforts for the 2028 Los Angeles Olympics in the coming years, likely featuring more high-profile celebrities and athletes to generate excitement and anticipation for the games.

The takeaway

NBC is pulling out all the stops to make the 2028 Los Angeles Olympics a massive success, recognizing the potential for high viewership and engagement given the U.S. setting and the inclusion of popular new sports. By featuring a celebrity like Kate Hudson and showcasing a diverse array of Olympic athletes, the network is aiming to capture the spirit and energy of Los Angeles and build widespread anticipation for the upcoming games.