LA28 First to Award Venue Naming Rights in Olympic History

For the first time in the history of the Olympic and Paralympic Games, the IOC is allowing the sale of naming rights to official competition venues. LA28 is laying the foundation for a new model with a pilot program.

The 2028 Olympic Games in Los Angeles aim to set new standards not only in terms of sport, but also commercially and structurally. The initiative's goal is to generate new sources of income and implement the vision of “privately financed games.” One component of this is now the premiere of naming rights.