The Los Angeles organizing committee is set to break traditional norms by allowing naming rights for several venues in the 2028 Olympics, generating significant revenue. Contracts have already been established with Honda and Comcast, with expectations of multi-million dollar gains. LA28 chairman Casey Wasserman emphasized the necessity of this funding model due to the unique context of American-hosted Olympics, which lack government backing. He argued that arena names are widely recognized in the U.S., thus justifying the move to allow branding as part of the event.
The Los Angeles Olympics will break traditional Olympic norms by allowing naming rights for venues, already signing deals with Honda and Comcast, generating significant revenue.
LA28 chairman Casey Wasserman noted the importance of this revenue model, especially since the games are funded privately and not through government support.
Wasserman emphasized that in American sports, arena names are well recognized, advocating for understanding from the IOC regarding branding in the context of U.S. events.
The organizing committee expects substantial financial gains from naming rights, with opportunities for over 19 temporary venues still available for sponsorship.
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