There will be a significant shift in how the LA28 Olympic Games handles the relationship between brands and sports venues. Companies will be able to directly link their names to competition venues, thus creating unprecedented opportunities for global visibility.
Partnerships redefine the commercial model of the Olympic Games
Los Angeles 2028 Olympic and Paralympic Games will, for the first time in Games history, allow venue naming rights, organizers said on Thursday, unveiling Comcast and Honda 7267.T as inaugural partners in a move aimed at boosting commercial revenues. The pilot program, developed with the International Olympic Committee (IOC), will let qualifying LA28 partners retain existing venue names during the Games and buy additional marketing assets.
It also opens naming rights for up to 19 temporary venues to worldwide Olympic partners and LA28 sponsors, while standard “clean venue” rules continue for non-partner sites. Comcast CMCSA.O will lend its name to the Comcast Squash Center at Universal Studios, where squash will make its Olympic debut on the Courthouse Square backlot. Honda Center in Anaheim will become the first arena to keep its name during an Olympic competition, hosting indoor volleyball.
“Anytime you’re the first to do something in the context of the Olympics, it’s a big deal. It’s a big opportunity for us and it’s a big statement of support from the IOC. We think it will be a really powerful platform and opportunity in the commercial sector, so we’re really excited” LA28 chair Casey Wasserman told Reuters.
New rules promise to transform the experience of brands and fans
Wasserman said the deals introduce a “new commercial model” for the Olympic movement. The IOC traditionally enforces strict branding rules during the Games, masking corporate signage at competition venues.
He noted money from selling venue naming rights would be in addition to the overall sponsorship revenue target of $2.5 billion, which LA28 calls the largest commercial revenue raise in sports. “Having said that, we think it could be significant. It’s a really powerful platform for branded partners of ours to engage with us and also with the globe, because it’s part of the broadcast. The reach is really stunning.”
From a practical perspective, the potential for SoFi Stadium and Crypto.com arena to maintain their names during the Games will help fans navigating the city. Comcast, which holds U.S. broadcast rights through NBC and Peacock, said it would support LA28 “across our entire company,” including coverage and the squash showcase.
What is the impact of marketing on connecting with the public?
New, more immersive marketing strategies were unlocked with the decision to allow sponsors to maintain or acquire naming rights for up to 19 temporary venues. This allows brands to create unique activations and narratives, increasing fan engagement and generating a higher return on investment. According to organizers, this will also facilitate identification of competition venues, aiding with spectator logistics.
Honda, which in June was named the Games automotive sponsor, said its long-backed Anaheim arena would “step onto the international stage to power Olympic dreams,” according to Ed Beadle, a vice president at American Honda Motor Co.
The debut of major brands at the Games
Major sponsorship brands, such as Honda Center, represent a significant milestone for this project and the arena itself. There’s significant potential to unite tradition and innovation during competitions, as the brand’s connection with the local community highlights how established structures can gain greater global relevance when integrated into the Olympic narrative.
The Los Angeles 2028 Games will be a pioneer in this movement, signaling the impact of opening up more flexible business models aligned with the current sports landscape. This shift will serve as a benchmark for future Olympic Games, balancing the preservation of Olympic values with the need for innovation and financial sustainability.
GCN.com/Reuters