Olympic First: LA28 to Permit Corporate Venue Names During the Games

For the first time in Olympic history, the Los Angeles 2028 Summer Olympics (LA28) will allow corporate venue names to remain visible and in use during the Games. This groundbreaking policy shift, endorsed by the International Olympic Committee (IOC), gives corporate sponsors like Crypto.com Arena and the upcoming Intuit Dome the unprecedented opportunity to retain their naming rights while hosting Olympic events. The LA28 Organizing Committee will charge a fee to these companies, marking a significant evolution in Olympic sponsorship and marketing rules.

Breaking Tradition: From Ambiguity to Brand Visibility

Traditionally, the Olympics have maintained a strict policy of de-commercialization during the Games. Venue names affiliated with corporations were either stripped of their branding or referred to using generic titles (e.g., “Olympic Stadium” or “Arena 1”), even for the world’s most iconic arenas and fields. This was due to the IOC’s commitment to preserving ambush marketing protections for official Olympic sponsors.

However, in the case of LA28, the calculus has changed. The IOC has agreed to an exception for Los Angeles, allowing high-profile, corporate-branded venues to retain their names. This decision reflects the increasingly commercial nature of modern sports and the financial pressures facing Olympic host cities.

Crypto.com Arena and Intuit Dome Take Center Stage

The most visible examples of this new policy include the Crypto.com Arena, the home of the Los Angeles Lakers and a globally recognized entertainment venue, and the Intuit Dome, the upcoming new home of the Los Angeles Clippers. Both facilities will host Olympic events in 2028, and now their branding can remain intact.

Under this arrangement, LA28 will charge the corporate nameholders a fee to allow them to retain venue-title visibility. This move creates a new revenue stream for the organizing committee, which faces a projected budget of over $7 billion for hosting the Games.

Impacts on Government Contractors and Public-Sector Stakeholders

Public-Private Partnerships and Procurement Implications

From a government contracting standpoint, the decision creates ripple effects across public-private partnership dynamics. Local and state government agencies, particularly those involved in infrastructure and facility management, must now account for enhanced commercial visibility when issuing contracts related to Olympic venues. This includes security, signage, facility upgrades, and transportation.

Procurement officers will need to revisit contracting language to accommodate or restrict corporate influence on publicly funded services or properties that intersect with Olympic events. This may raise policy and compliance questions under Maryland and federal acquisition regulations (such as FAR and the Code of Maryland Regulations – COMAR).

Branding and Compliance Standards

The shift also introduces new compliance challenges for contractors. Contracted firms working at or near branded venues during LA28 must ensure that all activities adhere to both the IOC’s enhanced sponsor protections and local codes governing outdoor advertising and public signage. For firms eyeing opportunities related to LA28 infrastructure, familiarity with branding guidelines and intellectual property rules is no longer optional—it’s essential.

A Win-Win for the Olympic Movement and Corporate Partners

Expanded Revenue Generation Model

Allowing corporate names to remain on Olympic venues introduces sustainable funding opportunities for future host cities. As global inflation and increased scrutiny on public spending complicate Olympic planning, the private sector can now play a larger role in underwriting operational costs.

This shift aligns with the trend seen in U.S. sports facilities, where corporate naming rights serve as long-term, multimillion-dollar investments. By integrating such opportunities into Olympic strategies, organizers may reduce reliance on taxpayer funding and foster greater private-sector collaboration.

Enhanced Viewer Experience and Sponsor Alignment

From a viewer perspective, the change also brings consistency, as fans already identify these venues by their commercial names during NBA seasons or concerts. Keeping those names during the Games enhances branding synergy and improves wayfinding communication for both locals and visitors.

Additionally, sponsors now have an incentive to negotiate longer-term venue deals, possibly extending beyond 2028, providing financial stability for both the facility and the Olympic committee.

Industry Best Practices for Project Managers and Contractors

As the LA28 model sets a new precedent, project managers overseeing venue preparation, signage, digital infrastructure, and marketing should adopt the following best practices:

– **Integrate branding compliance into project plans**: Ensure that legal and marketing teams coordinate on approvals for venue naming, display formats, and signage location.
– **Coordinate early with government stakeholders**: Work with city and county agencies to align external displays and services with Olympic security and visual identity standards.
– **Manage stakeholder expectations**: Corporate sponsors, public agencies, and community groups may have divergent interests—develop stakeholder matrices early.
– **Leverage revenue opportunities**: Contractors supporting sponsor-related installations or digital media delivery should actively seek new scopes of work tied to branded Olympics-ready facilities.

Conclusion

LA