By Karolos Grohmann MILAN, Feb 20 (Reuters) - As the lights go out on the Winter Games this weekend, the Olympic movement is already pivoting towards Los Angeles 2028 — a privately financed showpiece the IOC is betting will reboot a commercial model that has underwritten the Games for four decades but is now straining in a more sophisticated marketing climate.

The Milano Cortina Olympics exceeded expectations despite a shaky build-up, IOC President Kirsty Coventry said on Friday, hailing the first spread-out Winter Games a success."These Games are truly

MILAN (AP) — Two-time NBA champion Pau Gasol was picked by Olympic athletes Friday to represent them on the IOC executive board through the 2028 Los Angeles Summer Games. Gasol won his NBA titles in the city with the L.

Athletes at the Milan Cortina Winter Games have elected a South Korean bobsled pilot and an Estonian biathlete to represent them at the International Olympic Committee. The eight-year terms

The shirt featured the official poster from the 1936 Berlin Games and was a part of the organization's Heritage Collection

The International Olympic Committee (IOC) has been slated for selling merchandise commemorating the 1936 Berlin games which Hitler used to showcase his hate-filled ideology.

Nicole Hoevertsz, vice president of the International Olympic Committee, said she has "full trust" in LA28 chair Casey Wasserman after local leaders called for his resignation following the release of a series of racy emails between him and Ghislaine Maxwell in the latest batch of the Jeffrey Epstein files.

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For the first time in the Winter Olympics, NBC is running its Creator Collective, bringing YouTube, Instagram and TikTok stars to generate interest in the Games. Team USA and the IOC also have groups as stakeholders look to expand the Olympic audience.