Los Angeles is on the verge of hosting a series of world-class sporting events, including the 2026 FIFA World Cup and the 2028 Olympic and Paralympic Games, which present significant opportunities for local businesses, especially Black-owned small businesses.
In a major announcement at the city’s first-ever Sports and Entertainment Summit, Mayor Karen Bass introduced ProcureLA, a new program designed to help small businesses prepare for and secure contracts associated with these mega-events.
Speaking alongside entertainment industry powerhouse Jessica Alba and BMO Vice Chairman Eric Smith at the Los Angeles Convention Center, Mayor Bass emphasized the importance of ensuring that these events benefit Angelenos, particularly through business opportunities that can drive long-term economic growth.
Through ProcureLA, businesses will receive comprehensive assistance, including one-on-one consultation, training in proposal development, certification assistance, and access to procurement portals to ensure they are “contract ready” for the millions of dollars in opportunities these events will generate.
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“This city has become too expensive to live in, and if we want to close the economic gap, we need to strengthen our small business sector,” said Bass.
“Small businesses are where the majority of Angelenos work. My goal is to make sure that all of you are successful and prepared to compete for these opportunities.”
The upcoming events—like the 2026 FIFA World Cup, the 2027 U.S. Open Golf Tournament, and the 2028 Olympics—are expected to inject billions into the local economy. However, as Mayor Bass pointed out, many contracts historically go to businesses outside the region.
This time, through ProcureLA and targeted initiatives, the focus is on keeping the money within Los Angeles by equipping local and diverse businesses with the tools they need to secure contracts.
“We know that a lot of the businesses we work with aren’t necessarily from Los Angeles or even California,” Bass said.
“I want to change that. We have to push forward to make sure that small and local businesses are at the forefront of these opportunities.”
Jessica Alba, actress, producer, and member of the LA28 Board of Directors, echoed the mayor’s sentiments, urging local entrepreneurs to stay focused, proactive and keep their eyes on the prize. “One of the models I live by, is I am a risk taker. I consider myself a constructive disrupter because sometimes you disrupt,” Bass explained.
For Black-owned businesses in Los Angeles, this influx of sporting events offers an unprecedented opportunity to grow. The ProcureLA program provides vital resources such as access to city contracts and training on how to navigate procurement processes—areas that can be challenging for businesses unfamiliar with the intricacies of government contracting.
Erikk Aldridge, vice president of Impact for LA28, emphasized the importance of readiness, stating, “We’ve identified 10 key spending categories related to the games—operations, marketing, communications, facilities, and event management, among others. Local and diverse businesses must be prepared to compete in these areas.” He stressed that the majority of contract spending will occur in the two years leading up to the 2028 Olympics, making early preparation crucial.
Aldridge added further motivation, stating, “We’ve only got one shot to get this right. We need to make sure our communication and preparation are strong. The majority of spending related to the Games will happen in the final two years, so now is the time to get ready. If you start preparing now, your business will be in a prime position to benefit from these opportunities.”
City officials, including Deputy Mayor Rachel Freeman, highlighted that the city has already helped small businesses secure over $18 million in support since Mayor Bass took office. The goal is to build on this momentum, ensuring that Black-owned businesses benefit from both the short- and long-term opportunities presented by the city’s upcoming major events.
The summit featured multiple panels, including a ProcureLA! session, where city leaders provided actionable insights into becoming “contract ready.” Panelists such as Rosa Penaloza from the L.A. City Economic & Workforce Development Department and John Reamer, general manager of the L.A. Public Works Bureau of Contract Administration, shared resources and walked attendees through the steps to secure contracts with the city.
Black-owned businesses are urged to take advantage of these resources now. By participating in programs like ProcureLA, they can ensure their companies are positioned for success when contract bids are released. Additionally, with support from community-based organizations like the Pacific Asian Consortium in Employment (PACE) and the LA Sports & Entertainment Commission, business owners can receive the guidance and mentorship needed to navigate this complex space.
Mayor Bass closed the summit by urging the local business community to stay engaged and proactive. “We must fight to make sure that opportunities are spread as far as they can,” she said. “This is our time to shine. Let’s make sure we’re ready.”
For more information on the ProcureLA program and how to get involved, visit the City of Los Angeles Economic & Workforce Development Department website: https://www.procurela.com/.