Olympics Name Game: LA28 Selling Naming Rights To Summer Games Venues
Thursday, August 14, 2025 at 02:30PM By Barry Janoff
August 14, 2025: Planning it as a way to raise millions in additional revenue, the organizing committee for the 2028 Summer Olympics in Los Angeles has unveiled a naming rights strategy for many of the venues to be used during the Games.
According to LA28, “For the first time in the history of the Olympic and Paralympic Games, LA28 has created the opportunity to implement naming rights at competition venues. This landmark change will apply to featured venues for the 2028 Olympic and Paralympic Games in Los Angeles and supports the largest commercial revenue raise in sports.”
The opportunity for naming rights during the Olympics are being offered to IOC Top Tier Partners and LA28 partners, as well as companies with existing naming rights to Los Angeles Games venues.
LA28 said Comcast Squash Center at Universal Studios and Honda Center — which already operates under that name as home to the NHL Anaheim Ducks — are the first named venues for the LA28 Games. Financial terms were not release.
“From the moment we submitted our bid, LA28 committed to reimagining what’s possible for the Games,” Casey Wasserman, LA28 chairperson and president,” said via the organization.
“Today’s historic announcement delivers on that promise, creating the first-ever venue naming rights program in Olympic and Paralympic history while advancing LA28’s mission of a fully privately funded and no-new-build Games.
Rights for up to 19 Olympic venues could be available. Among those not included are the L.A. Memorial Coliseum, Rose Bowl and Dodger Stadium.
Wasserman said Summer Games venues such as SoFi Stadium — home to the NFL Rams and Chargers, which will host Opening and Closing Ceremonies as swimming (pictured) — will not be renamed; so only SoFI and no other sponsor can put its name on them.
LA28 said “qualifying LA28 partners will have the opportunity to keep existing venue naming rights during Games time, as well as secure additional marketing assets to significantly bolster their activation efforts.”
“These groundbreaking partnerships with Comcast and Honda, along with additional partners to come, will not only generate critical revenue for LA28 but will introduce a new commercial model to benefit the entire Movement,” said Wasserman “We’re grateful to the IOC for making this transformation possible.”
As in past Games, venues with naming rights — Intuit Dome, Crypto.com Arena, SoFi Dignity Health Tennis Center, etc. — that are not official IOC partners will be known as the Arena, the Stadium or the Tennis Center.
Among the highlights, Baseball makes its Olympic return in Dodger Stadium, Squash will be held in the Universal Studios Lot, SoFi Stadium will have a pool to host swimming and the open-air Stadium in Exposition Park (located adjacent to the LA Memorial Coliseum) will be the site for Flag Football and Lacrosse Sixes.
In addition, the Peacock Theater will host boxing and weightlifting, Venice Beach will serve as the home for the Triathlon and the official starting locations for the Marathon and Cycling Road courses, and Sport Climbing will take place in the Convention Center Lot in Long Beach
“As a Founding Partner of LA28, Honda is immensely proud that a world-class sports and entertainment venue like Honda Center will step onto the international stage to power Olympic dreams at the highest level,” Ed Beadle, vp-digital services and marketing, American Honda Motor Co., said via LA28.
“We have partnered with Honda Center for nearly two decades and we’re excited that it will help showcase Southern California during the Olympic and Paralympic Games.”
IOC PARTNERS
Anheuser-Busch InBev, Airbnb, Alibaba, Allianz, Coca-Cola, Deloitte, Omega, Procter & Gamble, Samsung, TLC and Visa.
LA28 PARTNERS
Founding Partners: Comcast, Delta, Honda
Official Partners: AECON, Cisco, Fanatics Lilly, Nike. Polo, Uber
Supporters: DIck’s Hershey, Oakley, Pennymac
LA28 Unveils Venues: Dodger Stadium, Universal Studios, Rose Bowl, SoFi
Honda Becomes Founding Partner LA 28 Olympics, Official Auto For Team USA
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