Customer-relationship management company Salesforce has struck an advertising pact that will have it become a sponsor of both Team USA and the 2028 Los Angeles Olympic and Paralympic Games, as well as an advertiser in NBCU’s coverage of the Olympics and Paralympics over the next seven years.

As part of the agreement, Salesforce will provide proprietary technology to help create digital experiences for fans and athletes over that time period as the 2028 Games draw near. NBCUniversal will also make use of Salesforce technology to create fan communities.

“Salesforce will enable Team USA and the LA28 Games to connect with fans in the most personal way, curating connections and content like never before,” said Kathy Carter, Chief Executive Officer, U.S. Olympic and Paralympic Properties, which manages marketing rights for both the LA28 Games and Team USA, in a statement.

NBCU expects to work with Salesforce ” to deliver a personalized experience for every Olympic and Paralympic fan in the U.S.,” said Linda Yaccarino, global chairman of advertising and partnerships for NBCUniversal, in a statement.