Los Angeles Olympic Games to sell naming rights to some locations
The Olympic Games in Los Angeles are set to make history by selling the naming rights for some of its key locations. This move is expected to bring in millions of dollars for the 2028 competitions, marking a departure from the International Olympic Committee’s traditional approach of avoiding brand names in arenas and stadiums.
The organizing committee recently announced this groundbreaking decision, revealing that they have already secured deals with two major sponsors – Honda and Comcast. Honda will have naming rights for the Arena in Anaheim, where volleyball events will take place, while Comcast will have its name featured at the temporary location hosting squash matches.
LA28 chairman and CEO Casey Wasserman expressed his excitement about the financial boost these deals will bring, exceeding the current budget of $6.9 billion for the games. He emphasized the unique position of Los Angeles in the Olympic landscape, with core costs largely covered by government funding.
Wasserman highlighted the significance of arena and stadium names in American sports, citing examples like the Crypto.com Arena, which will host gymnastics and boxing events in 2028. He explained that these naming rights are integral to the sports lexicon in the US, enabling sponsors to align their brand with high-profile events.
Under this new arrangement, up to 19 temporary locations will be available for naming rights, with top sponsors of the IOC given priority. However, iconic venues like the La Coliseum, Rose Bowl, and Dodger Stadium will not be included in this initiative due to IOC regulations prohibiting advertising on the playing field.
Los Angeles has a rich history of Olympic hosting, having previously organized the games in 1932 and 1984. The city’s willingness to innovate and embrace change has set it apart as a dynamic Olympic host, with plans to reintroduce softball, baseball, and flag football in 2028.
Additionally, Los Angeles will implement a scheduling change for the 2028 games, with track and field events taking place in the opening week and swimming competitions at the end. This strategic approach aims to optimize the viewer experience and showcase the city’s versatility as a host.
Wasserman emphasized the collaborative relationship between the organizing committee and the IOC, noting the importance of persistence and advocacy in navigating complex decisions. As a private entity responsible for delivering the games, LA28 is committed to pushing boundaries and maximizing the potential of this historic event.
