• by Sarah Mahoney , February 23, 2026

 
NBCUniversal is already schussing from the Winter Games in Milan-Cortina to Los Angeles’ 2028 Summer Olympics, rolling out a new spot designed to shift viewers from snow-covered Italy to sun-drenched Southern California.

“LA28 Dreamin’” features actor Kate Hudson belting out the Mamas & the Papas’ classic “California Dreamin’,” and two full minutes of Team USA Olympic and Paralympic stars like gymnast Jordan Chiles and javelin thrower Curtis Thompson, as well as hopefuls. But LA’s iconic scenery plays an even bigger role, including shots of downtown LA, Venice Beach, the 6th Street Bridge, and the Los Angeles Memorial Coliseum.

“As the world gathers in Milan to close one Olympic chapter, LA28 Dreamin’ opens the door to what’s next,” said Jenny Storms, NBCUniversal television and streaming CMO, in the announcement. “With Kate Hudson at its center, this piece captures the spirit and unmistakable energy of Los Angeles -- a love letter to the city and a powerful invitation to dream ahead to the Summer Games in 2028.”

LA28 will be the first Summer Games in the U.S. in 32 years. This is the third time Los Angeles will host the Olympic Games, following previous Games in 1932 and 1984.

Hudson, a Los Angeles native, is on a hot streak. Her recent role in the musical drama “Song Sung Blue” earned nominations for an Academy Award, BAFTA Award, Golden Globe Award and SAG’s Actor Award.

NBCUniversal is coming off strong ratings momentum from the Milan-Cortina Winter Games. The network cites Nielsen and Adobe Analytics data showing that coverage anchored by Alysa Liu’s gold-medal free skate and the U.S. Women’s Hockey Team’s 2-1 overtime victory over Canada produced the largest weekday Winter Olympics audience since the 2014 Games. Across NBC, Peacock, digital platforms, and USA Network, the company reported a combined 26.7 million viewers for that day’s coverage.