Overview

• The International Olympic Committee developed and approved a pilot program to let LA28 partners retain or acquire venue naming rights during the 2028 Games.
• Comcast will brand the temporary squash facility at Universal Studios and Honda Center in Anaheim will keep its name as the volleyball venue.
• The pilot covers up to 19 temporary venues while iconic sites such as the Coliseum and Rose Bowl are excluded and non-partner locations adhere to clean venue rules.
• LA28 says any proceeds from naming-rights deals will fall outside its existing $6.9 billion budget and bolster its privately financed funding model.
• Organizers believe keeping familiar corporate names will simplify navigation for fans and represent a new commercial blueprint for the Olympic movement.