Starbucks wants its beverages to be more than just another caffeinated drink. As the Official Coffee Partner of LA28 Olympic and Paralympic Games and Team USA, the company seeks to foster connections and create a community around the global event.
In recent months, Starbucks has gone back to its coffeehouse roots. From redesigned cafes to celebrating what it means to be a third space, the company puts the focus back on people. The innovative, flavorful and fun beverages have not disappeared. Rather, the conversation surrounding those drinks has a different approach.
Starbucks Embraces the Olympic Spirit
As the Official Coffee Partner of LA28 Olympic and Paralympic Games and Team USA, Starbucks has a special opportunity to showcase that it is more than just coffee. While its baristas will be brewing and crafting signature beverages, the company wants to celebrate the spirit of the Games.
According to Tressie Lieberman, evp and global chief brand officer of Starbucks Coffee Company, “As the Official Coffee Partner of the LA28 Games and Team USA, we are brewing more than great coffee – we are championing a global celebration. Core to our mission is a commitment to inspire and nurture the human spirit — one person, one cup, and one neighborhood at a time. Starbucks is proud to bring connection, culture, community and incredible coffee – to the world stage.”
Starbucks
While the complete extent of the partnership will evolve, Starbucks will be serving its beverages at competition venues as well as a variety of other spaces surrounding the event. Specifically, Lieberman commented that the Olympic and Paralympic Village will have unique activations for athletes.
Although not specified by the company, many people would be thrilled to see a specialty roast, beverage or other offering inspired by the partnership. Since Starbucks referenced the importance of coffeehouse experience, fostering community and creating connections, an item that can be enjoyed by all people, throughout the world, would be a way to capture that sentiment.
Starbucks Kicks Off Its Olympic Partnership with Storytelling.
While LA28 is still few years away, the Olympic and Paralympic Winter Games Milano Cortina 2026 is quickly approaching. In its announcement, Starbucks shared that it will be showcasing Team USA stories through a collaboration with NBCUniversal. The hope is that these moments will serve as inspiration and celebrate the human spirit that embodies the Olympic movement.
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Again, the Starbucks and NBCUniversal collaboration is a way for people to become invested in Team USA beyond the screen. Whether it is conversations in the coffeehouse or enjoying an athlete’s favorite beverage, there is an opportunity to bring a taste of the celebrated competition throughout the globe.
As more details emerge over the next several months and years, one thing is certain. The world will be watching these Olympic and Paralympic Games. Starbucks hopes that its beverages will be enjoyed during the event.
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