In 2028 Los Angeles will host the Olympic Games for the third time. But this time around the city of Los Angeles is not the only one helping to fund the Summer Games. Unlike most host cities, the United States does not provide any governmental funding; as a result, the Los Angles Olympic Committee will receive funding via naming rights on some of the venues.
The International Olympic Committee does not allow naming rights on venues but is making an exception due to the financial arrangements in the United States when it comes to cities hosting the games. However, NO naming right will be allowed on the field of play.
To date deals have been made with Honda whose name is already on the arena in Anaheim set to hold the volleyball games and Comcast whose name adorns the venue where the squash tournament will be held.
LA28 chairman and CEO Casey Wasserman noted that funding earned from naming rights is above the original $6.9 billion budget to host the games. Wasserman noted, “we’re a private enterprise responsible for delivering these games. It’s my job to push. That doesn’t mean we’re going to win every time we push, but it’s our job to always push because our context is pretty unique.”
In explaining how naming rights are a part of American sports culture Wasserman said, “people know ‘Crypto’ as ‘Crypto,’ they don’t know it as ‘the gymnastics arena downtown,’”.
Up to 19 temporary venues may have naming rights attached to them with the IOC biggest sponsors having the first opportunity. However, no venue will get renamed…for example, SoFi will remain SoFi. The Los Angeles Coliseum, Rose Bowl, and Dodger Stadium are not among the venues up for naming rights.
The 2028 Games will see a return of softball and baseball and the introduction of a new sport – flag football.
The Los Angeles Games will also bring a schedule change with track and field events being held during the opening week and swimming moving to the final week.