Los Angeles 2028 Olympics Introduces Venue Naming Rights

The Los Angeles 2028 Olympic and Paralympic Games organisers have announced a commercial advancement by introducing a pilot program that will allow venue naming rights for the first time in Games history.

This initiative is developed in collaboration with the International Olympic Committee (IOC), marks a departure from traditional “clean venue” policies and is aimed at substantially boosting commercial revenues.

Under the new program, qualifying LA28 partners can retain existing venue names during the Games and acquire additional marketing assets.

The scope also extends to offering naming rights for up to 19 temporary venues to worldwide Olympic partners and LA28 sponsors.

Comcast and Honda have been unveiled as inaugural partners, with the Comcast Squash Center at Universal Studios and the Honda Center in Anaheim maintaining their names as Olympic competition sites.

LA28 Chair, Casey Wasserman, characterised this development as a “new commercial model” for the Olympic movement.

He highlighted the potential for significant financial upside, noting that revenue from these naming rights will be additional to the existing $2.5 billion sponsorship revenue target. “

We’ve been very conservative, so we have none of this revenue in our budget so any revenue is upside,” Wasserman stated.

Comcast holds U.S. broadcast rights through NBC and Peacock, said it would support LA28 across the entire company, including coverage and the squash showcase.

Honda, which in June was named the Games automotive sponsor, said its long-backed Anaheim arena would step onto the international stage to power Olympic dreams.

LA28 said additional naming-rights partners are expected as the three-year countdown continues.

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