LA28 to Implement Naming Rights at Competition Venues

For the first time in the history of the Olympic and Paralympic Games, LA28 will implement naming rights at competition venues for the 2028 Olympic and Paralympic Summer Games in Los Angeles.

Comcast Squash Center at Universal Studios and Honda Center have been announced as the first branded venues for the LA28 Games.

“From the moment we submitted our bid, LA28 committed to reimagining what’s possible for the Games,” said Casey Wasserman, LA28 chairperson and president. “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. 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. We’re grateful to the IOC for making this transformation possible.”

Today’s announcement unlocks an additional revenue stream for LA28 and the U.S. Olympic and Paralympic Properties, the commercial joint venture between LA28 and the U.S. Olympic & Paralympic Committee. Under the new pilot program, qualifying LA28 partners will have the opportunity to keep existing venue naming rights during Games time, as well as secure additional marketing assets to bolster their activation efforts.

Additionally, the opportunity for naming rights of up to 19 temporary venues will become available to worldwide Olympic & Paralympic Games partners and LA28 partners. Outside of naming rights partners, standard clean venue Games policies will still apply.

Comcast Squash Center at Universal Studios will host squash’s Olympic Games debut at Courthouse Square — one of Hollywood’s most recognizable working studio lots. Peacock Theater will host boxing and weightlifting during the Olympic Games and goalball during the Paralympic Games.

“The Olympic Games Paris 2024 reminded us that the power of sport can inspire the world. We’re honored to work with LA28 to help bring the most spectacular summer Olympic and Paralympic Games to the U.S. for the first time in more than 30 years,” said Jennifer Khoury, chief communications officer, Comcast Corporation.

As the first-ever arena to retain its name during the Olympic Games, Honda Center in Anaheim will host the competition and fan experience for Olympic volleyball.

“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,” said Ed Beadle, vice president of digital services and marketing, American Honda Motor Co., Inc.