Paris, known as la ville lumiere (the city of lights) and the most visited city in the world, put on a show that enthralled all for the 33rd Olympiad. Records were broken and the city’s cultural scene lived up to expectations as a romantic, historic, artistic, and gastronomic delight. It is estimated that global viewership may have surpassed the record three billion mark of the 2016 Rio Games.
Organizing the mammoth event for almost 10 million spectators and 11 thousand athletes was a monumental undertaking that took several years to put together. Preparations are well underway for the next one to be hosted by Los Angeles in 2028. The so-called entertainment capital of the world will reprise its undertaking of the 1984 Games, though 2028 will witness hundreds of thousands of more visitors—and higher expectations.
For Karachi born and Atlanta raised Sehrish Sayani, the Olympic Games signify hope for a more harmonious world.
“It was a wonderful feeling,” she said, “to have people from all over the world celebrate the spirit of one humanity. Hearing all the different languages, seeing so many flags, and learning about other cultures, suggests that, even if only for two weeks, we can bring hope to the world and that we can co-exist.”
Sehrish is playing a critical role for the success of LA28 and Team USA, by driving communication strategies for next the Olympic and Paralympic Games. For this, her extensive experience building brand strategy in areas such as sustainability, fintech, healthcare, and consumer products is proving useful.
Throughout her career, she has worn many hats which have involved leading US Federal Drug Administration approvals and helping companies go public on the New York Stock Exchange.
For the Paris Games, Sehrish had the opportunity to travel with the team and meet with organizers. During the trip, she was able to observe best practices to help prepare Los Angeles to be the world’s stage in four years’ time. While there, Sehrish also attended briefings with the French Olympic Organizing Committee, such as “A Day in the Life of the Press,” and met with officials to gain a better understanding of the different functions required to host the historic event.
Despite the meeting-filled 16-hour days, Sehrish managed to attend a few sporting events including Gymnastics, Track and Field, Beach Volleyball, and Basketball, as well as the Closing Ceremonies, which she described as one of the most thrilling experiences of her life.
“I am very lucky to be part of something so large, where the world comes together for the largest peaceful gathering,” she said.
Meeting many of the athletes was another memorable experience, when Sehrish flew back with Los Angeles Mayor Karen Bass, other local mayors, and the city’s 70 athletes on a Delta Airlines flight, with “LA28” emblazoned on the fuselage. Another privilege for Sehrish was to bring back the Olympic flag and arrange media interviews on the flight with the mayors and participants at the Paris Games.
On arrival in Los Angeles, the entire group was met by Governor Gavin Newsom, and all the major media channels in the city. Sehrish outlined how she had been working and planning the intricacies of the historic flight for a whole year.
For the 2028 Games, Los Angeles has established a non-profit organizing committee with a $6.9 billion budget, with the anticipation that the taxpayers will not be responsible for any of the costs.Helping to meet the financial requirements are the sponsors who pay for the use of the Olympic rings in their advertising. Sehrish’s role is to explain the conditions of use of the Olympic symbols, liaise with their marketing departments and with her team of just three others.
They manage all press releases and media relations involving the sponsors, Team USA, and other stakeholders. It’s quite the task.
“The Olympic Games are the most important international cultural event, bringing together people from all corners of the globe in the spirit of peace and unity,” stated Avery Brundage, President of the International Olympic Committee from 1952 to 1972.
As Sehrish undertakes this enormous responsibility, she knows that the Olympic Flag is now being readied for the stadium, and the ball is in her court to help make LA28 a resounding success. With her experience, acumen, and dedication, we can be confident it will be a unifying and memorable event for all.
