Olympic Games to allow stadium naming sponsors for the first time
The International Olympic Committee implemented this measure for LA 2028, with two venues already confirmed with commercial names.
The two disciplines that have sold naming rights so far are volleyball (Honda Center) and squash (Comcast Squash Center), both to companies sponsoring the Games.
According to LA28 president Casey Wasserman, this aims to reduce state investment in the competition by opening new revenue opportunities.
This marks a breakthrough in major global sporting events, as FIFA prohibits such sponsorships in World Cups. The federation maintains a "clean stadiums" policy to protect its brand and avoid non-sponsor branding. For North America 2026, the iconic MetLife Stadium is designated as New York New Jersey Stadium.
