For the first time, Olympic and Paralympic competition venues will feature corporate names, ending the tradition of clean venues that strips away non-official brand signage. This policy shift, influenced by debates within the IOC, corresponds with a broader trend in major sports events. Naming rights will be part of the Games, starting with Comcast and Honda as partners for LA28. The change aims to generate revenue and acknowledges established practices in US sporting culture where venues often adopt sponsor names.
The shift follows years of debate inside the IOC, with former president Thomas Bach signaling a move towards a clean field of play that allows more sponsor visibility.
LA28 chair Casey Wasserman stated that naming rights are part of US sporting culture, with many venues already recognized by their sponsor names.
Comcast Squash Center at Universal Studios will host squash's Olympic debut, while Honda Center will stage indoor volleyball, both retaining their corporate names.
These partnerships with Comcast and Honda will generate critical revenue for LA28, introducing a new commercial model to benefit the entire Movement.
Collection
[
|
...
]