— Published on August 18, 2025

Naming: A revolution that will shape the future of the Olympic Games?

Los Angeles 2028 Focus

The Los Angeles 2028 organizing committee has promised to make these Games " the most lucrative in history " On Thursday, he announced that brands will be able to add their names to various competition venues in three years, whereas they usually disappear during the Games. This is an unprecedented initiative in Olympic and Paralympic history that promises to boost revenues. Two giants have already taken the plunge, Comcast and Honda, a sign of the interest of companies in this new way of getting involved.

19 opportunities to seize

Squash will be played within the Universal Studios grounds at the Comcast Squash Center, while the Honda Center will retain its traditional name to host volleyball in Anaheim. From the moment we submitted our bid, LA28 has been committed to reimagining what is possible for the Games., said Casey Wasserman, president of LA28. We are delivering on that promise by creating the first-ever venue naming rights program in Olympic and Paralympic history, while advancing LA28's mission to deliver a fully privately funded Games. "This first in the history of the Games was made possible with the support of the International Olympic Committee. The rights were thus offered first to partners who are members of the TOP program. Nineteen sites will be eligible for naming.

The foundations of a new model?

Ed Beadle, vice president of digital services and marketing at American Honda Motor, said he was excited to be able to participate more visibly in this event. As a founding partner of LA28, Honda is extremely proud that a world-class sports and entertainment venue like the Honda Center is stepping onto the international stage to fuel Olympic dreams at the highest level.. We've been partners with the Honda Center for nearly two decades and are thrilled to have it help showcase Southern California during the Olympic and Paralympic Games. »

« The Paris 2024 Olympic Games reminded us that the power of sport can inspire the world. We are honored to collaborate with LA28 to help deliver the most spectacular Summer Olympic and Paralympic Games ever. ", said Jennifer Khoury, director of communications at Comcast Corporation. Casey Wasserman indicated that " other partners » will soon follow the same direction. SoFi Stadium in Los Angeles will certainly be one of the most coveted venues since it will host swimming and the ceremonies. It remains to be seen whether SoFi will go all out to keep its naming for the Games, or if the financial company will temporarily step aside. By opening up to naming, LA28 will obtain " essential income » while introducing « a new business model that will benefit the entire Movement "A revolution.