The Olympic and Paralympic Games in Los Angeles 2028 will enable the right to appoint a place for the first time in the history of games, said the organizers on Thursday and revealed Comcast and Honda 7267.T as inauguration partners in the turn of commercial income.
The pilot program, developed with the International Olympic Committee (IOC), will allow the qualification of LA28 partners to maintain existing names during the games and buy other marketing assets.
It also opens the names of rights up to 19 temporary places all over the world Olympic partners and sponsors LA28, While the standard rules of the “net point” continue on the site without partners.
Comcast CMCSA.O lends its name Comcast Squash Center in Universal Studios, where Squash debuts the Olympic debut on the Backlot of the Court. The Honda Center in Anaheim becomes the first arena to retain its name during the Olympic competition and organizes internal volleyball.
“Whenever you are the first to do something in the context of the Olympics, it’s a big problem,” said La28 Casey Wasserman.
“It’s a great opportunity for us and it’s a big statement about IOC support. We think it will be a really strong platform and opportunity in the commercial sector, so we’re really excited.”
Wasserman He stated that agreements are introducing a “new commercial model” for the Olympic movement. IOC traditionally enforces the strict rules of the brand during games and masks company markings on competitions.
He noted that money from the sale of the right to name rights would be a $ 2.5 billion sponsorship to the overall objective, which La28 calls the greatest commercial revenue in sports.
“We were very conservative, so we don’t have any of these income in our budget, so any income is awake,” he said.
“When we said that, we think it might be significant. It’s a really powerful platform for our branded partners to get with us and also with Globe because it’s part of the broadcast. The range is really stunning.”
From a practical point of view, the potential for the Sofi and Crypto.com stadium is maintaining their names during the games will help fans navigate in the city.
“As a pure examination, this is actually an important part of the puzzle,” he said.
Comcast, which keeps us broadcasting rights through NBC and Peacock, said it would support LA28 “across our company”, including coverage and squash showcase.
Honda, who was named Games Automotive Sponsor in June, said his long -term supported Anaheim Arena would “enter the international scene to drive the Olympic dreams”, according to Ed Beadle, Vice President of American Honda Motor Co.
La28 said that other partners for names are expected because the three -year countdown continues.
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Published:
Amar Pancker
Published on:
August 14, 2025
