LA 2028 to sell venue name rights in Olympic first, offering fans a unique opportunity to own a piece of history.
Los Angeles 2028 Olympics Breaks with Tradition
In June 2025, leaders from American Honda Motor Co. and LA28 announced a first‑ever venue naming‑rights program that will bring an extra revenue stream to the Games.
Why It Matters
- Traditionally, Olympic stadiums do not bear brand names.
- LA28’s move aims to generate the largest commercial revenue raise in sports history.
- All changes will keep the Games fully privately funded and avoid new‑build infrastructure.
Key Partners Already on Board
- Honda holds naming rights for the Anaheim arena hosting volleyball.
- Comcast will brand a temporary squash venue.
- Peacock Theater in downtown Los Angeles will host boxing and weightlifting.
Scope of the Program
- Up to 19 temporary venues may receive naming rights.
- Existing partners like SoFi Stadium and Crypto.com Arena can retain their names during the Games.
- All venues will still follow the “Clean Venue” policy that prohibits advertising on the field of play.
Figures and Future Impact
By opening up venue naming rights, LA28 expects revenue “beyond what is already budgeted” and a new commercial model that could benefit the entire Olympic movement.
Final Words
Chairperson and President Casey Wasserman thanked the International Olympic Committee for making this transformation possible and reiterated LA28’s commitment to a groundbreaking partnership that “will open a new avenue for the Games” in 2028.
