LA28 Introduces Corporate Names for Sports Venues

• LA28 is the first to introduce corporate names for venues at the Olympics.
• Companies Comcast and Honda have become the first partners with naming rights.
• Changes aim to increase funding for the 2028 Games.

The organizers of the Olympic Games in Los Angeles are planning to introduce corporate names for some sports venues for the first time in Olympic history. This move breaks the traditional policy of "clean venues," which prohibits the use of commercial names during competitions.

At a press conference on September 14, 2025, the organizers announced that agreements for naming have already been signed with companies Comcast and Honda. The Honda Arena in Anaheim will host volleyball competitions, while the Comcast Squash Center will be the venue for Olympic squash competitions. These changes are intended to secure additional funding for the 2028 Games, which will be financed privately.

LA28 Chair, Casey Wasserman, stated that the new agreements allow organizers to receive more funds than previously anticipated in the budget, which stands at $6.9 billion. He emphasized that the naming rights are part of the sports culture in the USA and many of them are already well-known under the names of sponsors.

Under the new program, naming rights may be available for 19 temporary venues, with proposals first coming from the largest sponsors of the International Olympic Committee (IOC). The organizers noted that traditional clean venue rules will remain in force during competitions.

This approach allows Olympic organizers to reconsider the possibility of hosting competitions that may influence future Olympic Games.

Tags: USA/Sport