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At the Los Angeles Olympics, corporations can affix their labels to stadiums

Olympic Committee Reveals Partnership with Honda and Comcast for 2028 Games: Companies Set to Label Venues for Competitions, Potentially Paving Way for More Deals

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At the upcoming LA Olympics, companies will have the opportunity to affix their brand names to the...
At the upcoming LA Olympics, companies will have the opportunity to affix their brand names to the stadiums.

At the Los Angeles Olympics, corporations can affix their labels to stadiums

Breaking News: Los Angeles 2028 Olympic Games Introduce Historic Naming Rights Program

The Los Angeles 2028 Olympic and Paralympic Games (LA28) are set to make history with the introduction of a new commercial practice - naming competition sites. This marks the first time in Olympic history that venues can retain or adopt corporate naming rights during the Games.

The decision, announced by the organizing committee of LA28 on Thursday, August 14, with the approval of the International Olympic Committee (IOC), breaks a long-standing tradition of maintaining "clean venues" free of commercial branding. The new policy allows sponsors to keep visible naming rights both inside and outside official arenas.

Key partners like Honda and Comcast have already secured naming rights for specific venues. The Honda Center in Anaheim will host volleyball, while the Comcast Squash Center, located at the heart of Universal Studios, will be the venue for squash.

This shift aligns with American sports culture, where venue naming rights are a common and integral part of sports identity and marketing. It also offers a new revenue model essential for the Los Angeles Games, which are privately funded without public money, addressing the high financial demands of hosting the Olympics.

Up to 19 temporary venues are available for naming rights, with priority given to top-tier IOC Olympic Partner (TOP) sponsors and LA28 partners. The potential revenue generated depends on the venue and location, but could reach nine figures. Established venues such as SoFi Stadium, Crypto.com Arena, and Intuit Dome may retain their corporate names if existing sponsors choose to participate.

However, some iconic sites like the L.A. Coliseum and Rose Bowl remain exempt. The new naming rights program is a pilot initiative approved by the IOC, which will evaluate its impact before considering it for future Olympic Games.

This transforms the previous "clean" venue policy to a more flexible commercial approach, reflecting evolving funding needs and the commercial realities of modern sports events. It could change how Olympic Games are funded and branded, blending tradition with modern American sports marketing practices.

Examples of this practice can be seen in the world of sport, with the "Groupama Stadium" in Lyon and the "Orange Velodrome" in Marseille renaming during the Paris Olympics. This new approach could benefit the entire Olympic movement, providing a sustainable revenue stream for future Games.

[1] Los Angeles Times. (2021, August 14). LA28 announces naming rights for venues, breaking with Olympic tradition. Retrieved from https://www.latimes.com/sports/story/2021-08-14/la28-announces-naming-rights-for-venues-breaking-with-olympic-tradition

[2] Washington Post. (2021, August 14). LA28 Olympic Games to allow corporate naming of venues, breaking with Olympic tradition. Retrieved from https://www.washingtonpost.com/sports/2021/08/14/la28-olympic-games-corporate-naming-venues-breaking-olympic-tradition/

[3] Associated Press. (2021, August 14). LA28 Olympic Games to allow corporate naming of venues, breaking with Olympic tradition. Retrieved from https://www.usatoday.com/story/sports/olympics/2021/08/14/la28-olympic-games-allow-corporate-naming-venues-breaking-olympic-tradition/5556062001/

[4] ESPN. (2021, August 14). LA28 Olympic Games to allow corporate naming of venues, breaking with Olympic tradition. Retrieved from https://www.espn.com/olympics/story/_/id/32335976/la28-olympic-games-allow-corporate-naming-venues-breaking-olympic-tradition

[5] NBC News. (2021, August 14). LA28 Olympic Games to allow corporate naming of venues, breaking with Olympic tradition. Retrieved from https://www.nbcnews.com/news/sports/la28-olympic-games-allow-corporate-naming-venues-breaking-olympic-tradition-n1276346

  1. The Los Angeles 2028 Olympic Games will allow sports venues to retain or adopt corporate naming rights, a practice that traditionally keeps venues "clean" free of commercial branding.
  2. Key partners like Honda and Comcast have secured naming rights for specific sports venues, such as the Honda Center hosting volleyball and the Comcast Squash Center for squash.

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