The Los Angeles Organizing Committee for the 2028 Olympic and Paralympic Games (LA28) said on 14 August it will sell corporate naming rights for a selection of competition venues, overturning the International Olympic Committee’s long-standing prohibition on visible brand names inside Games sites. Two agreements are already in place: Honda will keep its branding on the Honda Center in Anaheim, which will stage volleyball, and Comcast will lend its name to the temporary Comcast Squash Center at Universal Studios, where squash makes its Olympic debut. LA28 said naming rights could be extended to as many as 19 temporary venues, while existing sponsor-branded arenas such as Crypto.com Arena, SoFi Stadium and the Intuit Dome would be allowed to retain their names if current partners sign on. Chairperson Casey Wasserman called the arrangement the “first-ever venue naming rights program in Olympic and Paralympic history,” adding that revenue from the deals will be incremental to LA28’s privately financed US$6.9 billion operating budget. Financial terms were not disclosed. The IOC approved the initiative as a pilot, signaling a potential shift in how future Games raise money amid growing pressure to control public spending. Advertising restrictions on fields of play will remain, but if the Los Angeles experiment proves successful, venue sponsorship could become a permanent feature of the Olympic commercial model.