The first venues were announced in August: the Comcast Squash Center at Universal Studios, set to host squash’s Olympic debut; Anaheim’s Honda Center for indoor volleyball; and the Peacock Theater for boxing, weightlifting, and Paralympic goalball. LA28 President Casey Wasserman called the initiative “a new commercial model with benefits for the entire Olympic Movement,” reinforcing the Games’ pledge of independent funding.
The pilot scheme will allow up to 19 temporary and permanent venues to formalise naming partnerships, prioritising IOC global partners and national sponsors. Organisers stress that strict rules will remain in place to protect sponsorship hierarchies and ensure fair competition environments.
The move situates LA28 at the crossroads of tradition and innovation. From the historic Memorial Coliseum to the ultra-modern SoFi Stadium, the Games will blend heritage with commercial pragmatism, while initiatives such as Made in LA 2028 ticketing and hospitality further anchor the event in local identity.
By reimagining venue sponsorship, LA28 revives the spirit of its pioneering 1984 edition and sets a precedent that could reshape Olympic financing worldwide.
