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.
- “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.
Going for gold
Heading into 2028, NBCUniversal and parent company Comcast will look to keep the momentum going from the 2024 Summer Olympics in Paris. During the 2024 Summer Games, the company delivered the highest Olympic and Paralympic ad revenue in history, securing more advertisers than the Rio and Tokyo Olympics combined, with nearly $500 million coming from first-time sponsors.
NBCUniversal previously said its Paris Olympics coverage averaged a combined 30.6 million viewers across all platforms for daytime telecast and nightly primetime programming.
Following the success in Paris, the IOC and Comcast NBCUniversal announced they were entering a new $3 billion partnership, which includes media rights on all platforms in the U.S. for the Olympic Games through 2036, as well as new joint strategic initiatives and projects.