{"id":69609,"date":"2025-08-19T18:56:42","date_gmt":"2025-08-19T22:56:42","guid":{"rendered":"https:\/\/nuevaonda.com\/los-angeles-to-sell-naming-rights-to-olympic-venues\/"},"modified":"2025-08-19T19:05:59","modified_gmt":"2025-08-19T23:05:59","slug":"los-angeles-to-sell-naming-rights-to-olympic-venues","status":"publish","type":"post","link":"https:\/\/nuevaonda.com\/en\/los-angeles-to-sell-naming-rights-to-olympic-venues\/","title":{"rendered":"Los Angeles to sell naming rights to Olympic venues"},"content":{"rendered":"<p>Los Angeles 2028 will mark a before and after in the history of the Olympic Games by allowing for the first time the sale of naming rights for some of its venues.<\/p>\n<p>It is a significant break with the traditional policy of the International Olympic Committee<a href=\"https:\/\/support.olympics.com\/hc\/es\/articles\/1500009788002--Qu%C3%A9-es-el-Comit%C3%A9-Ol%C3%ADmpico-Internacional-COI-y-cu%C3%A1l-es-su-misi%C3%B3n\" target=\"_blank\" rel=\"noopener\">(IOC<\/a>), which has historically prohibited the use of corporate names in stadiums and arenas.<\/p>\n<h2><!--more--><\/h2>\n<h2>Breaking the mold<\/h2>\n<figure id=\"attachment_69583\" aria-describedby=\"caption-attachment-69583\" style=\"width: 1200px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-69583\" src=\"https:\/\/nuevaonda.com\/wp-content\/uploads\/2025\/08\/LA-28-2.jpg\" alt=\"Los Angeles 2028\" width=\"1200\" height=\"800\" \/><figcaption id=\"caption-attachment-69583\" class=\"wp-caption-text\">PHOTO: Shutterstock<\/figcaption><\/figure>\n<p>The Los Angeles 2028 organizing committee, which will fully fund the Games without government backing, has initiated this innovative strategy.<\/p>\n<p>This is to generate additional resources to its base budget of approximately US$6.9 billion.<\/p>\n<p>The agreements with the Honda brand (which retains the rights to the Honda Center) and Comcast (for the new &#8220;Comcast Squash Center&#8221; at Universal Studios) are the first examples of this new modality.<\/p>\n<h2>An opportunity for TOP sponsors<\/h2>\n<figure id=\"attachment_69585\" aria-describedby=\"caption-attachment-69585\" style=\"width: 1200px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-69585\" src=\"https:\/\/nuevaonda.com\/wp-content\/uploads\/2025\/08\/LA-28-3.jpg\" alt=\"\" width=\"1200\" height=\"800\" \/><figcaption id=\"caption-attachment-69585\" class=\"wp-caption-text\">PHOTO: Shutterstock<\/figcaption><\/figure>\n<p>Up to 19 temporary venues will bid to have a corporate name during the Olympic Games.<\/p>\n<p>The IOC&#8217;s most important sponsors (the so-called &#8220;TOP Sponsors&#8221;) will have access first.<\/p>\n<figure class=\"wp-block-pullquote\"><blockquote><p style=\"color: #fd9737;\">It is a significante break with the IOC&#039;s traditional policy<\/p><cite>Qu\u00e9Onnda.com<\/cite><\/blockquote><\/figure>\n<p>However, iconic venues such as the Los Angeles Coliseum, Rose Bowl or Dodger Stadium are excluded from these agreements.<\/p>\n<p>The &#8220;clean field&#8221; regulations will remain in force during the competitions.<\/p>\n<h2>Sports culture vs. Olympic tradition<\/h2>\n<figure id=\"attachment_69594\" aria-describedby=\"caption-attachment-69594\" style=\"width: 1200px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-69594\" src=\"https:\/\/nuevaonda.com\/wp-content\/uploads\/2025\/08\/LA-28-4.jpg\" alt=\"Los Angeles 2028\" width=\"1200\" height=\"800\" \/><figcaption id=\"caption-attachment-69594\" class=\"wp-caption-text\">PHOTO: Shutterstock<\/figcaption><\/figure>\n\n<p>Casey Wasserman, president of Los Angeles 2028, argued that it is common in the U.S. to identify venues by brand names-such as &#8220;Crypto.com Arena.&#8221;<\/p>\n<p>Allowing these rights makes it easier for fans to navigate and connect.<\/p>\n<p>He also stressed that, as a private entity, Los Angeles 2028 cannot be limited to a &#8220;no&#8221; from the IOC:<\/p>\n<p>It must negotiate, present solid arguments and break paradigms.<\/p>\n<p><strong>A new model for future Games?<\/strong><br \/>\nThis initiative represents a forward-looking pilot within the Olympic movement.<\/p>\n<p>If well-received and successful, it could redefine how other countries fund and organize such mega-events.<\/p>\n<p>For more information, visit <a href=\"https:\/\/nuevaonda.com\/en\/\" target=\"_blank\" rel=\"noopener\">Qu\u00e9Onnda.com.<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Los Angeles 2028 will mark a before and after in the history of the Olympic Games by allowing for the first time the sale of naming rights for some of its venues. It is a significant break with the traditional policy of the International Olympic Committee(IOC), which has historically prohibited the use of corporate names [&hellip;]<\/p>\n","protected":false},"author":8,"featured_media":69604,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[145,47],"tags":[785,436,316],"class_list":["post-69609","post","type-post","status-publish","format-standard","has-post-thumbnail","category-action-sports","category-sports","tag-deportes-en","tag-los-angeles-en","tag-usa"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.8 (Yoast SEO v27.8) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Los Angeles 2028 innovative Olympic naming rights<\/title>\n<meta name=\"description\" content=\"Los Angeles 2028 to sell naming rights at Olympic venues for the first time, with deals already in place with 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