L.A. Olympics to Sell Naming Rights for Venues, Breaking IOC Tradition

What's Happening?

The Los Angeles Olympics organizing committee has announced plans to sell naming rights for several venues for the 2028 Games. This move marks a significant departure from the International Olympic Committee's (IOC) traditional policy of keeping brand names off arenas and stadiums. The committee has already secured deals with Honda and Comcast, with Honda obtaining naming rights for the volleyball arena in Anaheim and Comcast for the temporary squash venue. The revenue from these deals is expected to exceed the current $6.9 billion budget for the Games. Casey Wasserman, chairman and CEO of LA28, emphasized the necessity of such deals due to the lack of government funding for the Games, a common scenario for U.S.-hosted Olympics. The naming rights will be available for up to 19 temporary venues, with the IOC's top sponsors having the first opportunity to participate.

Why It's Important?

This development is significant as it represents a shift in how the Olympics are funded, particularly in the U.S., where government backing is not typically provided. By selling naming rights, the Los Angeles Olympics can secure additional funding, potentially setting a precedent for future Games. This approach could influence how other host cities manage financial challenges associated with hosting the Olympics. The decision also highlights the unique position of the Los Angeles organizing committee as a private entity, allowing it to negotiate terms that might not be possible for other host cities. The move could lead to increased corporate involvement in the Olympics, impacting the traditional branding and presentation of the Games.

What's Next?

The organizing committee will continue to negotiate naming rights deals, with the possibility of more sponsors joining. The IOC's top sponsors will have the first opportunity to secure naming rights for the remaining venues. The committee will also focus on ensuring that the naming rights do not conflict with existing IOC rules, such as the prohibition of advertising on the field of play. As the 2028 Games approach, the committee will need to balance commercial interests with maintaining the Olympic brand's integrity.