O Organizing Committee of the Los Angeles 2028 Olympic and Paralympic Games will allow, for the first time in the history of the Olympics, that the headquarters have naming rights. The announcement was made on Thursday (14), revealing Comcast and Honda as inaugural partners in an initiative that aims to increase revenues
The pilot program, developed along with the International Olympic Committee (IOC), will also allow LA28 partners to maintain the names already sponsored by arena during the games and acquire other marketing assets.
In addition, up to 19 temporary headquarters may have Naming Rights purchased by Global Coi sponsors and La28 partners, while the traditional rules of “Clean Venue” (“Clean Locations” in free translation) will continue to be valid for non -associated places.
First partners
Comcast will baptize the Comcast Squash Center at Universal Studios ,. The Honda Center, in Anaheim, will become the first arena to keep its name in an Olympic competition.
To Reuters, the, commented on the news, which considers an opportunity for the games.
“Whenever you are the first to do something in the context of the Olympics, it is something big. It is a great opportunity for us and an important support sign of the IOC. We believe it will be a powerful platform in the commercial sector, so we are very excited,” he said.
New commercial model
Wasserman also said the agreements introduce a “new commercial model” to the Olympic movement, which traditionally imposes rigid rules of branding during the sponsorship in the arenas.
The funds obtained with the Naming Rights will be added to the goal of $ 2.5 billion (R $ 13.5 billion in the current quotation) in sponsorship – the main objective of commercial revenue in the history of the sport, according to the organizers.
“We were very conservative, so we have not included this revenue in our budget. Any value will be an extra gain. That said, we believe it can be significant. It’s a powerful platform for our partners to connect with us and with the world, as it will be part of the transmission. The range is impressive,” Wasserman explained.
Naming Rights that already exist
In practice, the possibility of stadiums like Sofium Stadium and Crypto.com Arena keeping their names during games will make fans easier.
“In terms of guidance, it is an important piece of the puzzle,” said Wasserman.
Comcast, which holds US transmission rights by NBC and Peacock, has said it will support “throughout its structure”, including coverage and Squash event. Honda, the official cars sponsor of the games since June, pointed out that its arena in Anaheim-a long time ago associated with the brand-“will enter the international stage to boost Olympic dreams,” according to Ed Beadle, vice president of the American Honda Motor.
La28 reported that more partnerships of Naming Rights should be announced over the next three years as the countdown to the games advances.
