For the first time in the history of the Olympic and Paralympic Games, competition venues will be able to retain or adopt corporate names, breaking with decades of “clean venue” policy that removed any non-official branding. The decision, approved as a pilot program by the IOC, aims to generate additional revenue for the Los Angeles 2028 Olympic Games, which will be financed exclusively with private funds.

This change marks a significant shift from previous editions, where venues such as the Emirates Stadium or the MetLife Stadium had to modify their names to comply with sponsorship rules. LA28 President Casey Wasserman emphasized that this measure reflects the U.S. sports culture, in which naming rights are an essential part of a venue’s identity and represent a crucial economic opportunity for the event.

Comcast and Honda, pioneers in the new naming rights

LA28 announced that Comcast and Honda will be the first partners to take advantage of this new policy. The Comcast Squash Center, located at Universal Studios, will host the Olympic debut of squash, while the Honda Center in Anaheim will host indoor volleyball, retaining its commercial name. Other iconic venues such as SoFi Stadium, Crypto.com Arena, or Intuit Dome could also keep their names if their sponsors purchase the corresponding rights.

In addition, the program provides that up to 19 temporary venues may sell naming rights, giving priority to TOP sponsors of the IOC and to LA28’s highest-tier national partners. According to Wasserman’s estimates, the total value of these agreements could reach nine figures, depending on the venue and its location. The IOC will evaluate the program’s impact to decide whether to apply it in future editions, in a context where organizers seek more flexible models to fund the event without sacrificing the principles of clean competition areas.