Disney Blamed Olympics for Disneyland Paris Slump — Now Building Major LA28 Strategy After Universal Named Official Theme Park Partner

Disney’s strategy for the 2028 Los Angeles Olympics is shifting, and it’s getting attention. While they previously suggested the Paris Olympics might negatively impact their business, Disney is now actively planning to benefit from the 2028 games in Los Angeles.

Disney has previously noted that big global events, such as the Olympics, can temporarily decrease attendance at its theme parks. However, the company’s recent actions indicate it’s also preparing to take advantage of the huge international attention coming to Southern California in two years.

Disney Previously Warned Olympics Can Hurt Park Attendance

Disney leaders have openly discussed with investors the financial risks that often come with years when the Olympics are held.

During the earnings report, CFO Hugh Johnston explained that lower attendance at Disneyland Paris was anticipated. Historically, Disney parks in host cities of the Olympics see a decrease in visitors during the Games.

Other reports confirmed that Disney had cautioned the Paris Olympics would negatively impact their financial results for the next few months, specifically citing lower visitor numbers at Disneyland Paris.

Disney Quietly Built Olympic Integration Infrastructure

Despite that cautionary tone, Disney has clearly been preparing for LA28 behind the scenes.

The company has appointed Ken Potrock as President of Major Events Integration, a new role focused on making the most of significant global events like the 2028 Los Angeles Olympics.

The role involves creating plans to maximize benefits from large tourism and entertainment events. Simply put, Disney is preparing to take advantage of the upcoming Olympics.

That’s a notable contrast to the more defensive tone heard during the Paris cycle.

Universal Already Holds the Official Inside Track

Disney faces a challenge because NBCUniversal, rather than Disney itself, has the official theme park partnership for the 2028 Los Angeles Olympics (LA28).

Universal Studios Hollywood is set to be a venue for Olympic squash, which will naturally help promote the theme park during the Games, giving its owner, Comcast, an extra boost.

Since NBC has the rights to broadcast the Olympics in the U.S., the partnership with Universal offers a strong advantage that Disney doesn’t currently have.

In other words, Disney may be preparing for the Olympics… but Universal already has the credential.

Bob Iger Rumors Added to the Intrigue

Rumors have been circulating that Bob Iger, who is stepping down as CEO of Disney, might be considered to take over as chair of the committee organizing the 2028 Los Angeles Olympics, currently led by Casey Wasserman.

Because of Bob Iger’s past involvement in bringing the Games to Los Angeles and his long experience with major events, some people speculated that Disney might be trying to quietly increase its power within the Olympics.

But that narrative appears to have cooled significantly.

According to an exclusive report from TheWrap, Iger has no plans to pursue the role.

According to a source close to the former Disney CEO, he is not considering taking the job, the news outlet reported.

The report also noted that Iger hasn’t been formally asked to join, and he wouldn’t take the position even if he was, effectively dismissing rumors of a larger role for him within the company.

That leaves Disney’s Olympic strategy more indirect — at least for now.

Was the Paris Olympics Explanation Overstated?

The contrast between Disney’s messaging cycles is hard to ignore.

Company leaders have pointed out that the Olympics might cause a short-term dip in visitors to their parks. However, they are also actively preparing for the long-term benefits and increased opportunities expected with the LA28 games by investing in improvements.

Experts point out that the impact of hosting the Olympics is often complicated. While cities might see temporary disruptions to tourism during the Games, they can also gain lasting marketing advantages from the worldwide attention.

It’s still unclear whether the 2028 Olympics will increase attendance at Disneyland, decrease it, or have no significant impact.

What to Watch as LA28 Approaches

Several key indicators will determine how this plays out:

Whether Disneyland announces formal Olympic tie-ins
How aggressively Disney activates Potrock’s new role
Whether Universal’s official partnership dominates the theme park narrative
And most importantly, whether attendance patterns in Anaheim mirror what Disney previously described in Paris

As a film and media fan, it seems like Disney is playing things pretty smart right now. They’re publicly saying they’re worried about how the Olympics might affect things, but I get the feeling they’re also quietly getting ready to jump in and make a big splash if they see an opening. They’re being cautious, but definitely keeping their options open.

By 2028, we’ll find out which strategy wins.

2026-02-25 18:58