The Los Angeles Organizing Committee for the 2028 Olympic and Paralympic Games has announced a strategic move to sell naming rights to various venues.
This innovative decision is not only a first in Olympic history but also a significant revenue-generating opportunity for the summer games, which are now less than three years away.
The LA28 naming rights deal is a significant departure from the International Olympic Committee’s policy of keeping brand names off arenas and stadiums during the Games. This unique approach, which has already seen two agreements finalized and announced, sets a new precedent in Olympic history: Honda has secured naming rights for the arena that will host volleyball in Anaheim, while Comcast has made a deal for the temporary naming of the venue that will host squash.
“From the moment we submitted our bid, LA28 committed to reimagining what’s possible for the Games,” said LA28 Chairperson and President, Casey Wasserman in a press release. “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.”
As the Summer Olympics return to Los Angeles for the third time – having previously hosted the Games in 1932 and 1984 – the city is set to welcome the best athletes and para-athletes from around the globe to compete on the biggest stage in sports.
When are the 2028 Los Angeles Summer Olympics?
The 2028 Los Angeles Olympics will begin on Friday, July 14, 2028 and conclude on Sunday, July 30, 2028. This will be the first time the Summer Games return to the United States since Atlanta hosted in 1996.
How to watch the Los Angeles 2028 Summer Olympics
The Los Angeles 2028 Olympic Summer Games will be broadcast on NBC and other NBCUniversal networks and will be available to stream on Peacock.