Los Angeles 2028 Olympics to Break Long-Standing IOC Policy with Sponsor Venue Names

The Los Angeles Olympics 2028 will break the International Olympic Committee's long-standing policy of keeping brand names off its arenas and stadiums. The organising committee has announced deals with founding partners Honda and Comcast, which will have their names on a volleyball arena and a temporary squash venue, respectively. These deals are expected to bring in multiple millions of dollars and break down the IOC's policy of keeping brand names off its venues. The revenue from the deals exceeds the current budget of $6.9 billion.

Title: Los Angeles Olympics 2028: A Paradigm Shift in Venue Naming Rights

The Los Angeles Olympics 2028 are set to revolutionize the way the International Olympic Committee (IOC) approaches venue naming rights. The organizing committee has announced landmark deals with founding partners Honda and Comcast, which will see their names featured on a volleyball arena and a temporary squash venue, respectively. These deals are expected to generate multiple millions of dollars and mark a significant departure from the IOC's long-standing policy of keeping brand names off its arenas and stadiums.

The revenue generated from these naming rights exceeds the current budget of $6.9 billion, as stated by LA28 chairman and CEO Casey Wasserman. Wasserman emphasized that the deals are a necessary step for the city, given its unique context as a private enterprise responsible for delivering the Games without government funding. He noted that the deals are part of a broader strategy to push the boundaries of what is possible for the Olympics, particularly in a city known for its innovative approach to hosting the Games.

The new arrangement allows for up to 19 temporary venues to have naming rights, with the IOC's biggest sponsors, known as TOP sponsors, having the first chance to secure these deals. Wasserman underscored that no venues will be renamed, meaning if deals are not reached with certain sponsors, no other sponsor can put its name on the arena. Iconic venues like the LA Coliseum, Rose Bowl, and Dodger Stadium will remain unaffected by this new policy.

The deals also introduce a "new commercial model" for the Olympic movement, as Wasserman described it. The IOC traditionally enforces strict branding rules during the Games, masking corporate signage at competition venues. However, the LA28 organizing committee believes that allowing venue naming rights will provide a powerful platform for branded partners to engage with the global audience.

Comcast, which holds U.S. broadcast rights through NBC and Peacock, has expressed its support for LA28 across its entire company, including coverage and the squash showcase. Honda, which was named the Games' automotive sponsor in June, will see its Anaheim arena host indoor volleyball under the new arrangement. The inclusion of these temporary venues in the naming rights program is expected to enhance fan navigation and engagement during the Games.

The LA28 organizing committee's position as a private entity plays a significant role in its relationship with the IOC. Wasserman stated that the committee's approach involves spending time, doing the work, and making the argument, rather than settling for a "No." This proactive stance is a reflection of the unique context of Los Angeles as an Olympic host city.

The deals add to a growing list of accommodations pushed through for Los Angeles, which is once again poised to reshape the Olympic brand, much like it did in 1984. The city's bid process in 2017, which involved agreeing to host the 2028 Games instead of the 2024 Games, was a historic move that rescued the IOC from the reality that cities were becoming reluctant to absorb the cost and effort of bidding for and hosting the Summer Games.

The inclusion of softball and baseball in the 2028 Games, along with the introduction of flag football with the help of the NFL, are changes that may only be possible in Los Angeles. Additionally, the Games will feature a major scheduling change, with track and field moved to the opening week and swimming to the end.

The new commercial model for the LA28 Games is expected to set a precedent for future Olympic events, potentially opening up new avenues for revenue generation and brand engagement. As the three-year countdown to the 2028 Games continues, additional naming-rights partners are expected to join the fold.

References:
[1] https://www.espn.com/olympics/story/_/id/45973724/la-olympics-sell-naming-rights-handful-venues
[2] https://sportstar.thehindu.com/other-sports/los-angeles-olympics-2028-venue-naming-rights-comcast-honda-latest-news-updates/article69933510.ece
[3] https://www.aljazeera.com/sports/2025/8/14/la28-to-be-first-olympics-to-sell-naming-rights-for-venues