The organizers of the Los Angeles Olympic Games 2028 They will sell the rights of the name of some tournament headquarters to generate additional income, a measure that breaks with the Olympic tradition of prohibiting brands in stadiums and sports sands.
In a statement published on Thursday, the organizers (LA28) affirmed that this historical change will apply to the outstanding headquarters to contribute to the greatest increase in commercial income in sports.
“From the moment we presented our candidacy, LA28 promised to reinvent the possibilities of the games,” said Casey Wasserman, president of La28, in a statement.
“This Thursday’s historical announcement meets that promise, creating the first headquarters -name rights program in Olympic and Paralympic history, while driving the mission of LA28 of games with fully private financing and without new constructions. “
At the moment, there are contracts with the Honda car manufacturer, sponsor of LA28which already has the name rights for the Anaheim stadium that will house the volleyball, and with the media and technology company Comcast, which will bear its name at the temporary headquarters of Squash.
As previously announced, the Peacock Theater, in downtown Los Angeles, will house boxing and lostfilia.
Wasserman said that “innovative collaborations” will generate income higher than the budgeted and “will introduce a new commercial model that will benefit the entire Olympic movement.”
“We are grateful to International Olympic Committee (IOC) for making this transformation possible, “he added.
Name rights will be granted for up to 19 temporary headquarters, and the sponsors of the COI And the partners of LA28 They will have the opportunity to put their name at the headquarters of the Games.
Companies that already have their name in Olympic headquarters such as the Sofi Stadium and Crypto.com Arena “will have the opportunity to preserve the names of the headquarters during the games,” Wasserman said.
Likewise, the “clean place” policies that prohibit advertising on the field of play will continue to be applied.
