Los Angeles 2028: naming rights for Olympic and Paralympic Games venues to be sold for the first time

"For the first time in the history of the Olympic and Paralympic Games, LA28 has created the opportunity to implement naming rights at competition venues," announced the Los Angeles 2028 Organising Committee on 14/08/2025.

Already partners of the Games, the Japanese car manufacturer Honda and the American media conglomerate and cable operator Comcast, whose subsidiary NBCUniversal is the broadcaster of the Olympic Games in the United States, have secured additional rights. Honda will retain the naming rights to the Honda Centre in Anaheim, California, while NBCUniversal, via its OTT platform Peacock, will keep those for the Peacock Theatre in Los Angeles, California. Comcast, meanwhile, will become the title sponsor of the Comcast Squash Center, located in Universal Studios Hollywood (Universal City, California), which is owned by NBCUniversal.

These arenas are "the first venues" to benefit from an official naming agreement during the Olympics and Paralympic Games. This unprecedented measure, developed in partnership with the IOC, "will significantly increase commercial revenue,…