Background
In the spring of 2023, the idea for NL Expo // LA28 was launched by Dutch Honorary Consul LA, Reinout Oerlemans. The vision? A place where the best that the Netherlands has to offer comes together, in the global hotspot of elite sports for years to come: Los Angeles. On June 11th we launched our branding: NLA “Hub of the Netherlands in LA’. This brand is managed by Stichting NLA.
The first steps
Inspired by a sports mission to LA, and with the help of a leading group of (semi)private organizations, Rebel Group has developed a social business plan for NLA..
On the 24th of January 2024, the results of the social business plan were published and shared at a seminar in Amsterdam. More info here.
Stichting NLA - Stichting NL Expo LA//28
Public and private partners founded the ‘Stichting NL Expo LA//28’ in 2024. We have rebranded and shortened the name of our Stichting and program to 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.
Main objectives are:
To address important socio-cultural themes such as inclusivity, health, sustainability, and sportsmanship, and to support initiatives that embody these values in the international relation between the Netherlands and the US..
To present Dutch expertise and technologicalies through exhibitions, showcases, and other initiatives during major international sporting events.
Stichting NLA (formal name NL Expo LA//28) is owner of the Brand “NLA”.
Launch of our new name and branding: NLA
