LA 2028
It's Official: The 2028 Olympic Torch Relay Starts in Atlanta
LA28 names the first American stop, four presenting partners, and a public nomination process
September 29, 20268 min read
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The Flame Lands in Atlanta
LA28 announced on September 29, 2026, at Atlanta City Hall, that the Olympic flame will begin its American journey in Atlanta. The city hosted the 1996 Games, the last Summer Olympics held in the United States, and 32 years after its flame went out it gets to welcome the next one.
From Atlanta the flame heads through all 50 states. No Olympic relay has done that before. It finishes at the Opening Ceremony in Los Angeles on July 14, 2028.
Casey Wasserman, LA28's chairperson and president, announced it alongside Atlanta Mayor Andre Dickens: "Every Olympic Games begins with a single flame, and carrying that flame to Los Angeles is an honor and privilege that we'll share with every corner of the country, as Americans in all 50 states carry the flame on its path to our Opening Ceremony."
Back in July I went through every start-city theory I could find and picked Atlanta over New York. I'm glad that one held up.
The Announcement at a Glance
| Detail | Announced |
|---|---|
| Flame lit | Olympia, Greece |
| US start | Atlanta, Georgia |
| When | Spring 2028 |
| Coverage | All 50 states |
| Finish | Opening Ceremony, Los Angeles, July 14, 2028 |
| Presenting partners | Coca-Cola, JPMorganChase, Allstate, Xfinity |
| Partner role | Designating select torchbearers, plus relay stops at partner locations |
| Full route | 2027 |
| Torchbearers | Public nominations, details in the coming months |
LA28 says the relay will be one of the largest in Olympic history. It will pass landmarks, stop at big cultural and sporting events, and hold festivals in select cities. Cities, states and partners will all have a hand in it, and Wasserman said more cities and partners will be added in the months ahead.
Why Atlanta
In 1996 swimmer Janet Evans carried the flame up the ramp of Atlanta's Olympic Stadium and handed it to Muhammad Ali, who lit the cauldron with his hands shaking from Parkinson's. It's still the most famous torch moment of my lifetime. (The full story of that night.)
Evans is now LA28's Chief Athlete Officer, and she was at City Hall for the announcement with Lonnie Ali, Muhammad Ali's widow. "I have never forgotten what Atlanta gave him that night," Lonnie Ali said, "a chance to remind the world that strength isn't just what you can do with your body. It's the courage to keep showing up." "I realized when I carried that torch," she said, "that the flame represents so much more than medals."
Atlanta has done this before, too. The flame for the 2002 Salt Lake City Games landed there in December 2001 and started its American run from the city of the previous US Summer Games. (How that relay carried a grieving country after September 11.)
Then there's Coca-Cola, which has been based in Atlanta for nearly 140 years and has presented Olympic torch relays since Barcelona 1992. (Atlanta's full history with the flame.)
Mayor Dickens: "Thirty years ago, Atlanta welcomed the world. The 1996 Centennial Olympic Games changed this city. They introduced a modern Atlanta to billions of people across the globe and proved we could compete on the biggest international stage. Thirty years later, Atlanta looks a little different. We are bigger. We are more connected to the world. So, when the flame returns to the U.S., Atlanta will be ready."
The Four Presenting Partners
Presenting partner is the top sponsorship tier for the relay. LA28's release spells out what the four get to do: take part in "various aspects of the Torch Relay, including the designation of select torchbearers and stops at partner locations along the Relay route."
Each of these companies will pick some of the people who carry the flame. (A closer look at all four partners.)
Coca-Cola. Olympic partner for nearly a century and a relay presenting partner since Barcelona 1992. In 1996 it ran its own torchbearer selection alongside the community program, and it was a presenting partner again in Paris 2024. "The Torch is a symbol of connection and the shared experiences that unite us," said CEO Henrique Braun.
JPMorganChase. It signed on in April 2026 as the Official Bank of Team USA and LA28 and the first global banking partner in Olympic history. Its pitch for the relay is the branch network: Chase says it is already in the communities where the relay will stop. "Supporting the Torch Relay reflects our commitment to the customers, clients and communities we serve every day," said Jennifer Roberts, CEO of Chase Consumer Banking.
Allstate. It became an LA28 Founding Partner and Team USA's official home and auto insurance partner in August 2026. "We're honored to bring the flame to America's hometowns," said Elizabeth Brady, Allstate's chief marketing, customer and communications officer.
Xfinity. Comcast is an LA28 Founding Partner and has sponsored Team USA since 2017, and Xfinity is the brand it put on the relay. "The Torch Relay is where the road to LA28 really begins," said Matt Lederer, Comcast's vice president of brand partnerships and engagement.
If you bank with Chase, have Allstate insurance, have Xfinity at home, or work for any of the four, keep an eye on their channels through 2027.
How Torchbearers Will Be Chosen
LA28's torch relay page puts it in one sentence: "For LA28, the general public will have the opportunity to be selected as a torchbearer via a nomination process."
So someone nominates you. The details aren't out yet. LA28 says information on torchbearer nominations is coming in the coming months, and the partner programs will run on their own timelines.
The practical steps haven't changed: sign up for updates on LA28's torch relay page, figure out which partner or community channels you belong to, and have your story ready before the form asks for it. I've updated my full guide to becoming an LA28 torchbearer with everything from this announcement.
The Paralympic Relay
The Paralympic flame will be lit at Stoke Mandeville, England, where the Paralympic movement began, and its relay starts after the Olympics close in August 2028. The US starting point hasn't been named.
It leads into the first Paralympic Games Los Angeles has ever hosted. (The Paralympic Games run August 15 to 27, 2028. (What we know about the 2028 Paralympic relay.)
Still to Come
- The route. Cities, landmarks and roads in each state. LA28 says 2027, and cities are already signing agreements.
- The dates. Spring 2028 is set. The day the flame lands in Atlanta isn't.
- The nomination forms. From LA28 and from each partner.
- More cities and partners. Wasserman said more of both are coming.
- The torch. No design yet. (What past torches suggest.)
- The last torchbearer. Whoever lights the cauldron on July 14, 2028.
Frequently Asked Questions
Where does the 2028 Olympic torch relay start?
In Atlanta. The flame is lit in Olympia, Greece, and begins its US journey in Atlanta in spring 2028, LA28 announced on September 29, 2026.
Will the 2028 torch relay come to my state?
Yes. LA28 has confirmed all 50 states. Your state's page covers its Olympic history and the places the flame could pass.
Who is sponsoring the LA28 torch relay?
The presenting partners are Coca-Cola, JPMorganChase, Allstate and Xfinity. More relay partners will be announced.
Can the sponsors pick torchbearers?
Yes. LA28 says the presenting partners will take part in the designation of select torchbearers.
When will the full route be announced?
In 2027, according to LA28.
How do I become a torchbearer in 2028?
Through the public nomination process LA28 will open, or through a partner program. The complete torchbearer guide has the details.
Where I Come In
I'm trying to carry the flame for one of the miles between Atlanta and the Coliseum. When the nomination forms open, I'll need people willing to nominate me. If that's you, add your name here and I'll send you the link the day it goes live.