Comcast, Honda first to LA28 naming rights

The Los Angeles 2028 Olympic and Paralympic Games will, for the first time in history, allow venue naming rights, organisers said on Aug 14, unveiling Comcast and Honda as inaugural partners in a move aimed at boosting commercial revenues.

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The pilot programme, developed with the International Olympic Committee (IOC), will let qualifying LA28 partners retain existing venue names during the Games and buy additional marketing assets.

It also opens naming rights for up to 19 temporary venues to Olympic partners and LA28 sponsors, while standard "clean venue" rules continue for non-partner sites.

In a statement, LA28 organisers said the "landmark change" will apply to featured venues in support of the "largest commercial revenue raise in sports".

Comcast will lend its name to the Comcast Squash Centre at Universal Studios, where squash will make its Olympic debut on the Courthouse Square backlot. Honda Centre in Anaheim will become the first arena to keep its name during an Olympic competition, hosting indoor volleyball.