For the first time in Olympic and Paralympic Games history, organizers have awarded venue naming rights, with LA28 announcing that the Comcast Squash Center at Universal Studios and Honda Center will carry corporate sponsors' names during the 2028 Los Angeles Games.
The decision marks a significant departure from traditional Olympic protocol and represents what organizers call "the largest commercial revenue raise in sports." Officials said the move supports LA28's goal of hosting fully privately funded Games without constructing new venues.
"From the moment we submitted our bid, LA28 committed to reimagining what's possible for the Games," said LA28 Chairperson and President Casey Wasserman in the announcement. "Today's historic announcement delivers on that promise, creating the first-ever venue naming rights program in Olympic and Paralympic history."
The Comcast Squash Center at Universal Studios will host squash's Olympic debut on Hollywood's Courthouse Square backlot, a location organizers said is instantly recognizable to film fans worldwide. Honda Center in Anaheim will become the first arena to retain its corporate name during Olympic competition when it hosts volleyball events.
The naming rights program was developed in partnership with the International Olympic Committee, with initial opportunities offered to existing partners of The Olympic Partner program. Under the pilot program, qualifying LA28 partners can maintain existing venue naming rights during Games time and secure additional marketing assets to enhance their promotional efforts.
Up to 19 temporary venues will also become available for naming rights to Worldwide Olympic & Paralympic Games partners and LA28 partners.
"The Olympic Games Paris 2024 reminded us that the power of sport can inspire the world," said Jennifer Khoury, Chief Communications Officer of Comcast Corporation. "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."
Honda executives expressed similar enthusiasm for the partnership. "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," said Ed Beadle, Vice President of Digital Services & Marketing at American Honda Motor Co.
The revenue stream supports LA28's ambitious $6.9 billion budget, funded entirely through private sources including ticket sales, sponsorships and International Olympic Committee payments. Organizers have raised just over $1 billion toward their $2.5 billion domestic corporate sponsorship goal.
Los Angeles will become only the third city worldwide to host the Olympics three times, following previous Games in 1932 and 1984. The 2028 Games will mark the city's first time hosting the Paralympics.
The "no-build" approach emphasizes using existing venues rather than constructing new facilities. SoFi Stadium in neighboring Inglewood will host the opening ceremony and serve as what organizers call the largest Olympic swimming venue ever. The century-old Memorial Coliseum will also play a central role in ceremonies.
Other major venues include the Intuit Dome for basketball, Crypto.com Arena for gymnastics, and various locations throughout Southern California that showcase the region's diverse landscape and entertainment heritage.
While Santa Monica declined to be part of the event, Venice will be represented in the Olympic and Paralympic triathlon competition. The transition area and finish line will be staged where Venice Boulevard meets the sand, offering spectators and global television audiences a distinctly Southern California Olympic experience.
Additional naming rights partnerships are expected as the three-year countdown continues, potentially establishing a new commercial model for future Olympic Games worldwide.
The Associated Press contributed to this report.