California Dreamin’: NBC Kicks Off 2028 L.A. Olympics Marketing Campaign With Kate Hudson (Exclusive)

Hollywood Reporter

by Alex Weprin

February 22, 2026

AI-Generated Deep Dive Summary

NBCUniversal has launched its marketing campaign for the 2028 Los Angeles Olympics with a two-minute film featuring actress Kate Hudson and Olympic athletes, titled "LA28 Dreamin’." Premiering during the closing ceremonies of the Milan-Cortina Winter Olympics, the short film uses The Mamas & The Papas’ classic “California Dreamin’” as its soundtrack and showcases iconic Los Angeles locations like Downtown L.A., Venice Beach, and Universal Studios Hollywood. The campaign aims to build excitement for the 2028 Summer Games, which will introduce new sports such as baseball, softball, flag football, and squash, and feature events at notable venues including Universal’s studio lot. The film highlights a roster of young athletes, including 2028 hopefuls like Jack Alexy and Jajaira Gonzalez, who bring energy and diversity to the upcoming Games. NBCUniversal is leveraging its entertainment industry clout by partnering with 28 prominent L.A.-based institutions, such as Griffith Observatory and SoFi Stadium, to share the spot on social media. This strategic move underscores the network’s belief that the Los Angeles Olympics could be a major ratings success, drawing on the city’s cultural significance and the appeal of U.S.-based events. Jenny Storms, NBCUniversal’s CMO for television & streaming, emphasizes that "LA28 Dreamin’" is designed to capture the spirit of Los Angeles as a hub of creativity and possibility. The campaign not only serves as an emotional nod to the city but also positions the 2028 Olympics as a forward-looking event, blending iconic imagery with modern innovation. With Kate Hudson’s personal connection to Los Angeles and the involvement of high-profile talent like Snoop Dogg and Ariana Grande in previous campaigns, NBCUniversal is doubling down on its entertainment roots to make the 2028 Games a cultural milestone. This initiative matters to entertainment enthusiasts as it highlights the intersection of sports and pop culture, offering a glimpse into how major events can be marketed through storytelling and star power. By aligning the Olympics with Los Angeles’ reputation as a global entertainment capital, NBCUniversal is setting the stage for what could be its most compelling coverage yet, blending athletics with the city’s unique cultural identity.

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Originally published on Hollywood Reporter on 2/22/2026