LA28 Olympic Games to Allow Venue Naming Rights for First Time: Comcast and Honda Secure Deals

In a historic departure from traditional Olympic norms, the LA28 Olympic Games organizing committee announced that several venues for the 2028 Summer Olympics in Los Angeles will carry corporate names. This marks the first time in Olympic history that venue naming rights will be sold, paving a new path in Olympic commercialization.

The announcement was made on August 14, 2025, by LA28 chairman Casey Wasserman, highlighting a shift driven by the unique funding structure of the Los Angeles Games. Unlike many past Olympic host cities, LA28 is a privately funded endeavor, with no direct government financial support. To support its projected $6.9 billion budget, the committee is leveraging naming rights as a new source of revenue.

Wasserman confirmed that two founding partners—Comcast and Honda—have already secured naming rights for their respective venues. The Honda Center in Anaheim, which already bears the company’s name, will host Olympic volleyball, while Comcast will lend its brand to a temporary squash venue.

How Will Venue Naming Rights Change the LA28 Olympic Experience?

The International Olympic Committee (IOC) has historically maintained a strict policy against visible branding at Olympic venues, often referred to as the “clean venue” policy. However, the IOC approved this pilot initiative, which will allow naming rights only for certain venues—mainly temporary or non-iconic facilities.

Wasserman argued that this change reflects the reality of American sports culture, where branded venues like Crypto.com Arena (set to host gymnastics and boxing) are commonplace and deeply ingrained in fan navigation and identity.

The arrangement will not alter the names of iconic sites like the LA Memorial Coliseum, Rose Bowl, or Dodger Stadium, which will retain their historical titles and remain free of visible branding on the field of play.

Up to 19 temporary venues are being considered for naming rights, with TOP (The Olympic Partner) sponsors receiving the first opportunity to secure these deals. The revenue generated from these agreements will exceed existing sponsorship targets and provide critical financial flexibility for LA28.

Why LA28’s Venue Branding Strategy Matters

This strategy signals a paradigm shift in how Olympic Games can be financed, particularly in regions where government funding is limited or politically contentious. By opening the door to venue naming rights, LA28 is not only addressing its budgetary needs but also redefining the model for future Olympic host cities.

Wasserman emphasized that as a private enterprise, LA28 must remain innovative and aggressive in its approach. “It’s our job to always push because our context is pretty unique,” he said during an interview with The Associated Press.

This commercialization is seen by analysts as a game-changing move, potentially unlocking hundreds of millions in additional revenue and creating new opportunities for sponsor engagement, fan branding, and corporate visibility.

What’s Next for LA28 and the IOC?

• Further Sponsorships Expected: As the Games approach, more naming-rights deals are anticipated, particularly from existing Olympic sponsors.

• Maintaining Olympic Integrity: The IOC confirmed that field-of-play advertising will remain prohibited, ensuring brand neutrality during competitions.

• Long-Term Implications: If successful, this pilot program could serve as a template for future Games, particularly in nations with mature commercial sports markets.

• Venue Availability: Only venues without pre-existing naming arrangements are eligible. No sponsor can override an existing name like SoFi Stadium or Intuit Dome unless already in partnership with LA28.

The LA28 Olympic Games are set to revolutionize Olympic funding by embracing naming rights, balancing commercial innovation with tradition to deliver a financially sustainable and fan-accessible experience.

For your information:

What are the LA28 Olympic Games naming rights?
LA28 will allow corporate sponsors like Comcast and Honda to keep their brand names on venues hosting Olympic events—marking a first in Olympic history.

Why is LA28 selling naming rights for Olympic venues?
Because LA28 is privately funded without government backing, naming rights provide a critical source of additional revenue to support its $6.9 billion budget.

Which companies have naming rights deals for LA28?
Comcast has secured rights for a temporary squash venue, while Honda will have naming rights for the Honda Center in Anaheim, which will host volleyball.

Will all LA28 venues carry sponsor names?
No. Only temporary or non-iconic venues are eligible. Historic sites like the LA Coliseum and Dodger Stadium will retain their original names.

How is this different from previous Olympic Games?
Traditionally, the IOC enforced a “clean venue” policy banning sponsor branding. LA28’s pilot program, approved by the IOC, breaks with that tradition.

Could this model apply to future Olympic Games?
Yes. If the LA28 naming rights model proves successful, future host cities may adopt similar approaches, especially where public funding is limited.