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Starting with the 2028 Los Angeles Games, for the first time, venues will keep their current names. Current corporate naming rights will remain.
The Los Angeles 2028 organizing committee has launched a naming rights program approved by the International Olympic Committee (IOC). This is to change the rule of brand-free venues.
The Olympic Games are coming back to the United States…. LOS ANGELES will host the 2028 Olympics! 😍🌴☀️ #FollowTheSun #LA2028 pic.twitter.com/4UWOKoEWNs
— Nastia Liukin (@NastiaLiukin) July 31, 2017
For example, the Comcast Squash Center at Universal Studios and the Honda Center in Anaheim will keep their names.
“From the moment we submitted our bid, LA28 committed to reimagining what’s possible for the Games. 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,” said Los Angeles Games president Casey Wasserman.
The hopes are that there will be up to $7 billion in revenue generated from the new policy.
There are nearly 20 venues with potential naming rights contracts to procure.
The new policy will apply to FIFA World Cup and UEFA games.
This naming rights policy change will serve as a test event in Los Angeles. The IOC will evaluate after 2028 whether this naming rights policy can be adopted as standard in future editions. Perhaps this is an opportunity to avoid white elephants, like those in Rio from the 2016 Olympic Games. Where LA is not in danger of building white elephants, the city already has facilities in place. Other cities may not be so fortunate.
The Los Angeles 2028 Olympic Games, the first summer edition in the United States in more than thirty years.
With the current divisive government in place, which has generated a lack of international diplomacy, LA may be very different. Additionally, with the federal anti-immigration policies, the LA Games may be a very different experience.
