LA28 to break longstanding tradition with corporate venue names at Games

LA28 to allow corporate names on competition venues

Comcast, Honda first naming partners in Games history

Move marks break from Olympics’ clean venue tradition

For the first time in Olympic and Paralympic history, competition venues will carry corporate names, breaking from the longstanding “clean venue” tradition.

That policy, also enforced at other mega-events like the Fifa World Cup, requires stadiums and arenas to strip or cover all non-official sponsor branding, including naming rights signage. The aim is to protect the exclusivity of global partners who pay millions for official status. In past events, Arsenal’s Emirates Stadium became “Arsenal Stadium” for Uefa matches, and New Jersey’s MetLife Stadium will be known as “New York New Jersey Stadium” during the 2026 World Cup.