USOPC expects a post-LA28 participation boost, eyes college-level gains ahead of 2034

# What the USOPC is forecasting

The U.S. Olympic & Paralympic Committee (USOPC) is preparing for a likely rise in participation in Olympic sports across the country tied to two upcoming domestic Games: Los Angeles 2028 (LA28) and Salt Lake City 2034. CEO Sarah Hirshland told reporters the organization expects increased interest similar to the post-1996 uptick following the Atlanta Olympics.

# Why USOPC thinks participation will rise

The 1996 Atlanta Games preceded double-digit increases in participation for some Olympic sports in the U.S. USOPC leaders expect LA28 and Salt Lake City 2034 to have a comparable effect, amplified by modern social media and broader athlete visibility. Hirshland said the committee is considering how the flow of information and athlete content differs now compared with 1996.

# Social media and athlete visibility

Games, including Paris and Milano Cortina, after the International Olympic Committee relaxed rules on what athletes can post during the Olympics. That change lets athletes build direct connections with fans during the Games, which USOPC believes will magnify interest in specific sports and athletes. The committee's current planning emphasizes how those channels might convert spectators into participants.

# Focus on college-level and niche sports

Hirshland noted a particular opportunity for growth at the college level, where sports like American football remain dominant. She said increased interest in niche Olympic sports among college-age athletes would be a win for the USOPC, but only if schools are ready to accept and support that interest. The committee is discussing with governing bodies how to ensure programs, resources, and facilities can expand if demand increases.

# What USOPC is doing now

# Practical implications

If the expected surge happens, colleges, clubs, and local governing bodies will need to respond with coaching, facilities, and funding. The USOPC's role is to coordinate planning and share insights so national and local programs can be prepared. Hirshland's comments stress preparation for a faster, social-media-driven flow of interest than past host-city effects.

# Bottom line

City in 2034 will spark renewed, widespread interest in Olympic sports across the U.S. The organization is working now with national governing bodies to shape how that interest can be absorbed, especially within college programs and less mainstream sports.