Background
In the spring of 2023, Dutch Honorary Consul in Los Angeles Reinout Oerlemans initiated the concept for NL Expo // LA28. The ambition was clear: to create a place where the very best of the Netherlands comes together in one of the world’s most influential hubs for elite sports — Los Angeles.
To further develop this vision, NBSO LA and Green Wave were invited to collaborate on shaping both the concept and its supporting network. A group of leading Dutch organizations — including RVO, Nationale Postcode Loterij Group, NOC*NSF, Sportinnovator, Media.Monks, KLM, Sorama, and PON — funded Rebel Group to develop a social business plan for NL Expo LA.
The results of this social business plan were published and presented on January 24, 2024, during a seminar in Amsterdam.
NLA - Stichting NL Expo LA//28
The founding partners selected Tribe Company to further develop and advance the initiative.
On June 11, the brand NLA — Hub of the Netherlands in LA was officially launched. The NLA brand is managed by Stichting NL Expo LA’28 (Stichting NLA).
Stichting NLA focuses on managing a public-private collective agenda where sport, business, government, and knowledge institutions collaborate to represent the Netherlands in the years leading up to and during the 2028 Olympic Games in Los Angeles.
The Idea
Launch of our new name and branding: NLA
