In a bold, boundary-breaking move, the Los Angeles 2028 Olympics (LA28) will make history by allowing corporate naming rights for competition venues—a stark departure from the century-old “clean venue” tradition of the Olympic Games.
Why This Matters
For decades, the Olympics enforced strict rules prohibiting trade names and branding at competition venues, ensuring that only official sponsors enjoyed visibility. But LA28, operating as a privately funded Games, has flipped the script—introducing the first-ever Olympic venue naming rights program to generate much-needed revenue without government backing.
Honda and Comcast Lead the Way
Two grand sponsors have already secured landmark deals:
- Honda Center in Anaheim will retain its name as it hosts indoor volleyball.
- A newly built Comcast Squash Center on the Universal Studios backlot will house Olympic squash events.
These are not merely venue labels—they’re global brand platforms in the Olympics’ most-watched moments.
A New Playbook for Olympic Revenue
LA28 chairman Casey Wasserman views this as transformational: It’s a big opportunity… a powerful platform… any revenue is upside.”
By opening up to 19 temporary venues for naming rights—prioritized for existing Olympic Partner (TOP) sponsors—LA28 is exploring a new commercial model. The benefits are two-fold:
- Financial boost in addition to its $2.5 billion sponsorship target.
- Marketing clarity, aiding fans with familiar venue naming like “Crypto.com Arena”—helping with navigation in a sprawling city.
What’s Still Protected—and What’s at Stake
Not all venues are included. Iconic locations such as the LA Coliseum, Rose Bowl, and Dodger Stadium remain untouched—preserving their heritage. The field of play will remain clean, meaning no advertising will appear on competition surfaces.
This pilot program builds on the IOC’s strategic shift from clean venues to a “clean field of play,” opening doors for future host cities to explore alternative revenue models.
Why LA Is Leading the Charge
Los Angeles’ unique context—as a privately financed host city with no government subsidies—has made innovation a necessity. The success of the proposed naming rights program could reshape Olympic financing frameworks globally:
- Projected to raise nine-figure sums from temporary and established venue deals.
- Reinforces LA28’s message: no new construction, only smart use of existing infrastructure.
A Forward-Looking Vision
This shift isn’t just about economics—it reflects how modern mega-events can align with American sports culture, where naming rights are commonplace and brands form part of the cityscape.
As LA aims to reimagine Olympic hosting—much like it did during the 1984 Games—this choice could set a new standard for future Games: modern, sustainable, and commercially savvy.
( With Inputs from Agencies)
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