Olympics Venue Naming Rights: Sponsors Get Exclusive Deals

It may be 2025, but Comcast and Honda are already winning the LA28 Olympics.

Today, for the first time in Olympic and Paralympic Games history, the LA28 Games are awarding naming rights at competition venues. The Comcast Squash Center at Universal Studios and the Honda Center are the first named venues for the 2028 Summer Games in Los Angeles.

“From the moment we submitted our bid, LA28 committed to reimagining what’s possible for the Games,” Casey Wasserman, LA28 chairperson and president, said in a statement. “Today’s historic announcement delivers on that promise, creating the first-ever venue naming rights program in Olympic and Paralympic history while advancing LA28’s mission of a fully privately funded and no-new-build Games.”

According to Wasserman, the partnerships with Comcast and Honda, as well as additional upcoming partners, will “generate critical revenue for LA28” and “introduce a new commercial model,” with a new revenue stream for LA28 and the U.S. Olympic and Paralympic Properties (USOPP), the commercial joint venture between LA28 and the U.S. Olympic & Paralympic Committee (USOPC).

The organizations didn’t disclose the specific value of the deals.

“We’re grateful to the [International Olympic Committee] for making this transformation possible,” Wasserman added.

With the new program, qualifying LA28 partners can keep existing venue naming rights during the Games. Plus, the partners can further support their activation efforts with additional marketing assets. Moving forward, naming rights of up to 19 temporary venues will become available to Worldwide Olympic & Paralympic Games partners and LA28 partners.

According to the announcement, the Honda Center in Anaheim, California, is the first arena to retain its name during the Olympic Games, offering Olympic volleyball. Meanwhile, the Comcast Squash Center at Universal Studios will host squash’s Olympic Games debut.

“We’re honored to work with LA28 to help bring the most spectacular summer Olympic and Paralympic Games to the U.S. for the first time in more than 30 years,” said Jennifer Khoury, chief communications officer, Comcast Corporation. “From hosting squash’s Olympic Games debut to bringing LA28 to U.S. audiences on NBC and Peacock, and serving as a founding partner of the 2028 Organizing Committee and proud sponsor of Team USA, we’re coming together across our entire company to support this historic moment.”