$28k for a sport trim is an amazing low price in my opinion. I think a sport-trim should be a bit more than that... but that being said, we don't even know what the base will come with standard and what the sport will come with either.
That's the most affordable trim the Wrangler unlimited comes in, but if Ford throws in more sparkles and comfort features, then we can see the price bumped up to around $30,000. But who knows, this is all based on assumptions since Ford has been very tight lipped about the Bronco.
I meant to say $2k, missed a letter. But that small difference wouldn't really deter someone from getting the Bronco if that's what they want, pretty negligible at the end of the day and most dealerships are willing to give you a bit of a discount anyways.