Los Angeles 2028 (LA28) has broken with more than a century of Olympic tradition, announcing that corporate naming rights will be permitted for competition venues during the Games.
The move marks the first time in Olympic history that sponsors will retain naming visibility both inside and outside official arenas, a significant shift from the International Olympic Committee’s (IOC) long-standing “clean venue” policy.
For decades, the IOC enforced strict rules requiring arenas and stadiums to be stripped of commercial branding during the Games.
That approach will now be softened under a pilot initiative designed not only to unlock new revenue streams but also to make navigation easier for fans attending events.
The first beneficiaries of this historic change will be Comcast and Honda. The Comcast Squash Center at Universal Studios will host squash’s Olympic debut, while the Honda Center in Anaheim will stage indoor volleyball. The Peacock Theater in Los Angeles has also been confirmed as the site for the boxing finals and weightlifting competitions, and will welcome goalball during the Paralympic Games. Organizers further revealed that up to 19 temporary venues could carry corporate names, with priority given to Olympic Partners and LA28’s premium domestic sponsors.
Commenting on the occasion, LA28 Chairperson and President, Casey Wasserman, said, “From the moment we submitted our bid, LA28 committed to reimagining what’s possible for the Games. Today’s historic announcement delivers on that promise, creating the first-ever venue naming rights program in Olympic and Paralympic history while advancing LA28’s mission of a fully privately funded and no-new-build Games. These groundbreaking partnerships with Comcast and Honda, along with additional partners to come, will not only generate critical revenue for LA28 but will introduce a new commercial model to benefit the entire Movement. We’re grateful to the IOC for making this transformation possible.”
Jennifer Khoury, Chief Communications Officer, Comcast Corporation, added, “The Olympic Games Paris 2024 reminded us that the power of sport can inspire the world. We’re honored to work with LA28 to help bring the most spectacular summer Olympic and Paralympic Games to the U.S. for the first time in more than 30 years. From hosting Squash’s Olympic Games debut to bringing LA28 to U.S. audiences on NBC and Peacock, and serving as a founding partner of the 2028 Organizing Committee and proud sponsor of Team USA, we’re coming together across our entire company to support this historic moment.”
Ed Beadle, Vice President of Digital Services & Marketing, American Honda Motor Co., Inc., continued, “As a Founding Partner of LA28, Honda is immensely proud that a world-class sports and entertainment venue like Honda Center will step onto the international stage to power Olympic dreams at the highest level. We have partnered with Honda Center for nearly two decades and we’re excited that it will help showcase Southern California during the Olympic and Paralympic Games.”
The new approach is expected to generate nine-figure revenues, complementing LA28’s ambitious $2.5 billion sponsorship program. With an operating budget projected between $6.9 and $7.1 billion, and funded entirely by private sources, venue naming rights are expected to play a central role in keeping taxpayer dollars out of the Games.
The IOC has formally approved the initiative as a pilot program, while reiterating its commitment to maintaining clean fields of play. That means logos will remain absent from competition surfaces, but venue exteriors, signage, ticketing, and official references will now carry corporate names. Olympic officials have confirmed that the results of this experiment will be closely monitored, with the potential to influence future Games beyond Los Angeles.
Observers point to clear advantages for both fans and businesses. Spectators will benefit from familiar venue names, avoiding confusion caused by temporary generic titles like “Olympic Basketball Arena.” At the same time, sponsors will enjoy unprecedented exposure during the world’s most-watched sporting event, significantly enhancing the value of their long-term naming agreements.
The decision underscores the financial pressures facing Olympic hosts and highlights the IOC’s growing willingness to modernize its commercial framework. If successful, Los Angeles could set a precedent that reshapes Olympic sponsorship structures for decades to come. In many ways, the city is not just hosting the Games in 2028—it is rewriting the rules of how they are funded.
Comcast and Honda may be the first names confirmed, but they are far from alone. LA28 has already announced a deep roster of commercial partners, including Uber, Snowflake, Saatva, PennyMac, Allianz, AECOM, Cedars-Sinai, DICK’S Sporting Goods, Cisco, New Era, and Guild. Together, these brands represent a new wave of Olympic sponsorship, designed to fuel LA28’s ambitious $2.5 billion program.
