Los Olympics y Paralympic of Los Angeles 2028 will allow, for the first time in history, denomination rightsthe organization announced on Thursday, which presented Comcast y Honda as inaugural partners in an initiative aimed at increasing commercial income.
The pilot program, developed in collaboration with the International Olympic Committee (IOC)will allow the partners of La28 that meet the requirements to keep the names of the headquarters during the games and Acquire additional marketing assets.
In addition, the Olympic partners around the world and the sponsors of the 28 can Use the denomination rights of up to 19 temporary headquarterswhile the non -associated headquarters will continue to be governed by the rules of “Clean headquarters.”
Comcast will give its name to Comcast Squash Center de Universal Studioswhere discipline will make its Olympic debut in the Courthouse Square. He Honda Center De Anaheim It will become the first stadium to maintain its name during an Olympic competition, housing the volleyball.
“Whenever you are the first to do something in the context of the Olympic Games, it is a great event”said Casey WassermanPresident of LA28.
“It is a great opportunity for us and a great statement of support from the IOC. We believe it will be a really powerful platform and opportunity in the commercial sector, so we are really excited,”.
Wasserman said the agreements introduce a “New commercial model” For the Olympic movement. Traditionally, the IOC imposes Strict brands in terms of brands During the games, hiding corporate signage at the competition venues.
He pointed out that money from the sale of denomination rights of the venues would be added to the global objective of Income from sponsorship of 2.5 billion dollarsthat La28 describes as the greatest commercial income in sport.
“We have been very conservative, so we have none of this income in our budget, so any income is upwards,” said.
LA28 said that more partners are expected for denomination rights as the countdown of three years progresses
