Olympic Flag Arrival Kicks Off 2028 'Pressure' for LA

Los Angeles Mayor Karen Bass, California Gov. Gavin Newson, holding up flag, Team USA Olympians, LA28 organizing committee members and the United States Olympic & Paralympic Committee (USOPC), take a picture with the official Olympic flag at Los Angeles International Airport on Monday, Aug. 12, 2024. (AP Photo/Damian Dovarganes)
Los Angeles Mayor Karen Bass, California Gov. Gavin Newson, holding up flag, Team USA Olympians, LA28 organizing committee members and the United States Olympic & Paralympic Committee (USOPC), take a picture with the official Olympic flag at Los Angeles International Airport on Monday, Aug. 12, 2024. (AP Photo/Damian Dovarganes)
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Olympic Flag Arrival Kicks Off 2028 'Pressure' for LA

Los Angeles Mayor Karen Bass, California Gov. Gavin Newson, holding up flag, Team USA Olympians, LA28 organizing committee members and the United States Olympic & Paralympic Committee (USOPC), take a picture with the official Olympic flag at Los Angeles International Airport on Monday, Aug. 12, 2024. (AP Photo/Damian Dovarganes)
Los Angeles Mayor Karen Bass, California Gov. Gavin Newson, holding up flag, Team USA Olympians, LA28 organizing committee members and the United States Olympic & Paralympic Committee (USOPC), take a picture with the official Olympic flag at Los Angeles International Airport on Monday, Aug. 12, 2024. (AP Photo/Damian Dovarganes)

The Olympic flag arrived under bright skies Monday in Los Angeles, where officials now have four short years to organize a Games capable of rivaling the widely praised Paris edition in a notoriously traffic-clogged metropolis.

Los Angeles Mayor Karen Bass landed in a plane emblazoned with palm trees and the logo "LA 2028," and crossed the tarmac holding the five-ringed banner, accompanied by several US athletes.

"We feel the pressure to make sure that our city and our region is prepared and ready," she told reporters, according to Agence France Presse.

"We have the flag now. It's on us. We got a lot of work to do Los Angeles," Bass added.

A timely reminder of potential unique challenges came moments before her plane landed, as a 4.6-magnitude earthquake shook Los Angeles.

"Making sure that we are prepared for events like an earthquake" will be key to infrastructure plans, she said. "But also now we have climate events that we never thought about impacting our region, that we have to be prepared for as well."

Still, the biggest challenge will inevitably be transport.

In Paris for the closing ceremony last weekend, Bass outlined plans for Los Angeles to deliver a "no-car Games."

In a city addicted to private vehicles, where gigantic freeways criss-cross the urban sprawl and traffic jams are a daily inevitability, that pledge is ambitious.

"I'm skeptical we'll actually achieve that, but I know we're going to try," said James Moore, an industrial and systems engineering professor at University of Southern California.

- 'Out of town' -

Los Angeles does have a subway network, but at just five-and-a-half lines and relatively infrequent service, it is tiny for the region's 10 million residents.

Authorities plan to bring in 3,000 buses, borrowed from all over the country, and to create dedicated road lanes for them.

Public transport will receive priority over private cars, which will not be banned.

Not all Olympic sites are expected to have parking.

The last time Los Angeles hosted the Olympics, in 1984, many residents left the city, averting a traffic nightmare.

"If we see residents following the same strategy in 2028 and basically getting out of town for a few days, that may free up enough road space that we're able to move everybody with buses," said Moore.

The city's giant main airport, infamous for its accessibility issues, will -- at least -- finally be connected to the metro train network.

An automated shuttle, long in the works, is due to open by 2026, when Los Angeles will host the opening match of the soccer World Cup.

- Hollywood, homelessness -

Los Angeles is counting heavily on its reputation as the world's movies and entertainment capital.

In a "handover" segment of the Paris closing ceremony, Tom Cruise parachuted with the Olympic flag into Los Angeles near the famous Hollywood sign, which he then redecorated with the Olympic logo.

Los Angeles is also a US sporting powerhouse, with numerous major teams and state-of-the-art stadiums.

"What's not in our DNA? We're creative, we're storytellers. We've got sport, we've got diversity. It's LA," Reynold Hoover, CEO of the 2028 organizing committee, told AFP.

But beneath the Hollywood glitz, Los Angeles has an enormous homelessness crisis. Some 75,000 people lack housing, in a city where real estate is eye-wateringly expensive.

Since arriving at City Hall, Bass has made this long standing issue a priority. A vast shelter program has recently shown signs of progress.

The total number of homeless people fell slightly in 2024, for the first time in six years.



For Second Year in Row Diriyah Named Official Sponsor of Diriyah Saudi Super Cup

The decision to extend the partnership between the two parties results from the successful collaboration during the last tournament held in Abu Dhabi.
The decision to extend the partnership between the two parties results from the successful collaboration during the last tournament held in Abu Dhabi.
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For Second Year in Row Diriyah Named Official Sponsor of Diriyah Saudi Super Cup

The decision to extend the partnership between the two parties results from the successful collaboration during the last tournament held in Abu Dhabi.
The decision to extend the partnership between the two parties results from the successful collaboration during the last tournament held in Abu Dhabi.

The Saudi Arabian Football Federation, in partnership with SMC as the exclusive commercial partner, signed an agreement with Diriyah Company to sponsor the Saudi Super Cup tournament for the second consecutive year under the name of Diriyah Saudi Super Cup.

The event is scheduled to take place in Abha from August 13 to 17, with the participation of four clubs: Al Hilal, Al Nassr, Al Ahly, and Al Taawoun, SPA reported.
The decision to extend the partnership between the two parties results from the successful collaboration during the last tournament held in Abu Dhabi from April 8 to 11. Al Hilal emerged as the Diriyah Saudi Super Cup champion in that edition.
Diriyah Company Group CEO Jerry Inzerillo emphasized that "the popularity of Saudi football and its top teams was the main motivation behind renewing the partnership with the Saudi Arabian Football Federation to sponsor Diriyah Saudi Super Cup again. He added that Diriyah Company Group seeks to capitalize on the marketing opportunities in sports and the attention it garners, thanks to the presence of several international players and the high level of competition."
Secretary General of the Saudi Arabian Football Federation, Ibrahim Al Kassim, said that renewing the agreement with Diriyah Company indicates the success of the previous Diriyah Saudi Super Cup. The competition featured strong matches between Al Hilal, Al Ittihad, Al Nassr, and Al Wahda. Al Kassim pointed out that this agreement is part of the federation's efforts to create investment and marketing opportunities, increase revenues, and diversify income sources aligned with Saudi Vision 2030's goals.
Al Kassim stated: "We in the Football Association are proud of the ongoing sponsorship, which is instrumental in promoting the key cultural, heritage, and tourism destinations throughout the Kingdom. This initiative not only highlights the historical, cultural, and competitive tourism benefits of the Kingdom but also demonstrates the considerable support and notable advancements being achieved. The partnership reflects the objectives of governmental entities and both public and private sectors in fostering collaborations that improve competitiveness and bolster investment initiatives in alignment with the Kingdom's goals."
SMC CEO Khalid bin Waleed AlKhudair said: "We take pride in renewing our partnership with Diriyah Company, a move that reflects our commitment to enhancing the sports landscape in Saudi Arabia and elevating its status on the international stage in alignment with the objectives of Saudi Vision 2030."
AlKhudair added that "the success of the previous edition has strengthened the status of the Saudi Super Cup as one of the most prominent sporting events in the region. Furthermore, our collaboration with Diriyah aligns with our commitment to providing an exceptional sports experience that reflects the significant advancements the Kingdom is achieving across various sectors."