Los Angeles Welcomes Small Businesses for Mega Sports Opportunities
AEG partners with City of Los Angeles for inaugural supplier diversity summit.
Los Angeles will be bustling with sports fans from around the world when it plays host to several major events over the next few years. Those events include the 2026 FIFA World Cup, the 2026 NBA All-Star Game, 2026 U.S. Women’s Golf Championship, the 2027 Superbowl and the 2028 Summer Olympic and Paralympic Games. Each is expected to generate billions of dollars in revenue for the regional economy.
In anticipation of these high-profile events, AEG partnered with the Los Angeles Mayor’s Office to present the inaugural Sports and Entertainment Supplier Diversity Summit last October. Held at the Los Angeles Convention Center, the one-day summit consisted of panel discussions, a resource expo and networking sessions where diverse businesses and entrepreneurs learned about how they can prepare to tap into the potential growth opportunities these mega events offer. Attendees also received procurement guidance to help them understand the RFP (request for proposals) process so they can compete for contracts, ensuring they can benefit from these major events. Suppliers representing all industries will be needed from construction contractors and janitorial services to staffing, hospitality and transportation.
“In the sports and entertainment space, there hadn’t been a summit that focused on the unique opportunities available in our industry. With these monumental events on the horizon, we recognized the need to deliver a platform that small and diverse businesses can gain crucial insights into what’s to come,” says AEG’s Supplier Diversity Manager Christina Tulfo.
“With this summit, we are kickstarting a cycle of wins for everyone that will generate hundreds of new jobs, stimulate our communities and positively impact the entire supply chain of goods and services that companies like AEG and the city of Los Angeles will need to support these upcoming events,” added AEG’s Chief Revenue Officer Todd Goldstein.
More than 1,600 people attended the summit, far more than was initially anticipated. Tulfo attributes the higher attendance to hard work of their planning committee, which was led by Tulfo and AEG’s Vice President of Supply Chain and Operations Strategy Maricruz Saucedo. The summit included executives from the mayor’s office, LA28, the L.A. Sports and Entertainment Commission and the Pacific Asian Consortium in Employment (PACE). Committee members embraced the summit idea and hyped the event through their respective media channels.
The three panel topics were designed to build on the discussion of the previous panel.
■ Game Changers: Economic Impact on Mega Events featured representatives from AEG-represented sports teams who advised attendees to start small by accessing opportunities with local teams.
■ Monumental Opportunities featured executives from L.A.-based entertainment organizations, such as LA28, Los Angeles Business Council and PACE, who shared advice for getting certified and navigating the RFP process.
■ Procure LA! was more business-focused as city department representatives described how to work with the city to find procurement opportunities for regional events and festivals.
The highlight of the summit, however, was a fireside chat with Los Angeles Mayor Karen Bass and actress, producer, and owner of The Honest Company, Jessica Alba, who shared her company’s story from its initial struggles to its current success.
“Jessica Alba is the epitome of a successful diverse business owner,” says Tulfo. “Her business started out small and grew into the success it is today. Her story resonated with everyone in attendance.”
Entering the sports and entertainment industry can seem intimidating and out of reach for many small, diverse businesses. Events like this summit can bridge that gap, and Tulfo hopes it becomes an annual event.
“Knowledge is power. If diverse business owners aren’t aware of RFP opportunities, they can’t take advantage of them,” Tulfo says.
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