The Los Angeles Olympics and Paralympics are Rolling Out the First-Ever Naming Rights Program In Olympic History

What’s Changing and Why It Matters to You

• A First in Olympic History
  For the first time, competition venues will carry corporate names during the Games. This includes both existing sponsorships and new naming rights deals, an unprecedented shift in event branding. 
• Why Now? The Dollars and Sense
  Unlike most Olympic hosts, LA28 is privately financed — without government funding. To bridge a hefty budget that ranges between $6.9 and $7.1 billion, naming rights present a powerful revenue opportunity. The potential revenue can be over $2.5 billion in sponsorship

Comcast and Honda are Already on Board

• Comcast Squash Center – The temporary venue at Universal Studios for squash (making its Olympic debut) will be branded as the “Comcast Squash Center.” 
• Honda Center – The Anaheim arena, home of indoor volleyball, will retain its corporate name during the Games. 

19 More Sponsorship Opportunities

• Temporary Venues
  Up to 19 temporary sites are eligible for naming deals. Priority will go to global Olympic Partners, followed by LA28’s top domestic sponsors. 
• Permanent Venues
  Existing big-name venues like SoFi Stadium, Intuit Dome, Crypto.com Arena, BMO Stadium, and Peacock Theater may keep their current names — but only if those sponsors choose to buy in for LA28. 

Los Angeles is One of the Only Cities that Made an Enormous Profit from the Olympics Because of Sponsorships

• In 1984, the Los Angeles Olympic Organizing Committee (LAOOC) generated a surplus of approximately $215 million.
  
• Around $93 million (40%) went to Southern California—seed funding for what became the LA84 Foundation
  
• The remaining 60% went to the U.S. Olympic Committee and national sports federations.
  
• Most cities lose money when they host the Olympics because of high overhead costs.
  

Sponsorship Trends

The Los Angeles Olympics illustrate the broader shifts in sponsorship.

• Cultural Alignment
  American sports fans know stadiums by their names — “Crypto,” “SoFi,” “Honda.” Allowing naming rights helps maintain that familiarity and enhances wayfinding.
  
• Commercial Innovation
  LA28 isn’t just fundraising — it’s testing a new model that, if successful, could influence how future Olympic hosts structure sponsorships.
  
  

What You Can Learn

• 
  You Can Create Naming Rights
  If you’re doing an event, you can create “owned areas” where your sponsors can showcase products and services. We helped transform a boring hotel meeting room at a business conference into the Verizon Relaxation Room, complete with chair massages, candles, and soothing music.
  
• Give Your Sponsors a Spotlight
  Even if you’re not doing events, you can spotlight your sponsors. Give them a speaking opportunity with a Zoom interview, design an award for them, or create a contest.
  

LA28’s naming-rights initiative is more than a revenue stream — it’s a cultural shift. It balances commercial realities, fan familiarity, and tradition in an elegant new sponsor program.

FAQ