LA Olympics naming rights move

Organizers plan to sell naming rights for a handful of venues at the 2028 Games, signaling a broader shift in Olympic financing.

LA Olympics to Sell Naming Rights for Venues

Los Angeles 2028 organizers announced they will sell naming rights for a handful of venues, with contracts already in place for Honda at the Anaheim arena that will host volleyball and Comcast at the temporary squash venue. The plan could extend to up to 19 temporary sites, while not every venue will be renamed and two iconic venues are not included. Officials say the revenue would add to the citys budget, which sits around 6.9 billion dollars, and they stress that field of play branding remains governed by IOC rules.

Organizers describe the move as a practical step toward funding a private enterprise event. They say top sponsors will have first rights, and if deals are not reached with certain venues, those venues will stay without a new name. The broader branding strategy comes alongside a scheduling shift, moving track and field to the opening week and swimming to the end, as part of a larger push to modernize how the Games are funded and marketed.

This marks a notable shift in Olympic financing, moving more revenue generation into private hands and brand partnerships. It reflects a broader trend where major events rely on sponsorship to cover costs and reduce public funding pressure. Yet the move also invites questions about fan experience, tradition, and how much branding should shape the viewer’s memory of a venue.

The risk is real. Public scrutiny could grow if branding feels intrusive or if profits influence decisions about the Games. LA28 will need to balance revenue with transparency and maintain trust among residents, athletes, and fans while navigating IOC rules and sponsor expectations.

Highlights

Time will tell whether branding boosts the Games without eroding tradition.