LA Olympics to sell naming rights to some venues in game-changing deal for 2028

Published: Thursday, August 14, 2025 at 2:18 pm

LA Olympics to Sell Venue Naming Rights in Groundbreaking Deal

Los Angeles, CA – In a move that could reshape the future of the Olympic Games, organizers of the 2028 Los Angeles Olympics have announced they will sell naming rights for several venues. This decision marks a significant departure from the International Olympic Committee's (IOC) long-standing policy of keeping brand names off arenas and stadiums.

The organizing committee revealed the landmark deal on Thursday, confirming that contracts are already in place with founding partners Honda and Comcast. Honda will secure naming rights for the arena in Anaheim, which will host volleyball, while Comcast will have its name on the temporary venue hosting squash.

LA28 chairman and CEO Casey Wasserman emphasized that the revenue generated from these deals will supplement the current $6.9 billion budget. He highlighted that, unlike many other Olympic hosts, the Los Angeles Games are primarily funded by private enterprise. Wasserman explained that this unique financial structure necessitates innovative approaches to secure funding.

The deal allows for naming rights for up to 19 temporary venues, with the IOC's top sponsors given first priority. However, Wasserman clarified that no existing venues will be renamed unless deals are reached with the current venue sponsors. The LA Coliseum, Rose Bowl, and Dodger Stadium are excluded from this arrangement. The IOC's rules prohibiting advertising on the field of play will remain in effect.

This move is part of a broader trend of accommodations made for Los Angeles, which is poised to once again reshape the Olympic brand, much like it did in 1984. The city's successful bid for the 2028 Games, after initially vying for 2024, reflects a shift in the Olympic bidding process, which has seen cities become increasingly hesitant to host the games. The inclusion of sports like softball, baseball, and flag football, along with a major scheduling change for track and field and swimming, further demonstrates Los Angeles's influence on the Games.

BNN's Perspective:

This decision by the LA28 organizers is a pragmatic approach to securing the financial stability of the Games. While some may view the introduction of corporate branding within the Olympics with skepticism, it's a necessary evolution in a landscape where private funding is crucial. The IOC's willingness to adapt to the unique circumstances of the Los Angeles Games suggests a recognition of the changing financial realities of hosting the Olympics.

Keywords: LA Olympics, naming rights, venues, 2028, Los Angeles, IOC, Casey Wasserman, Honda, Comcast, revenue, budget, private enterprise, sponsorship, sports, games, financial, funding, brand, advertising, scheduling, track and field, swimming

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