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The Guardian - US
The Guardian - US
Sport
Bryan Armen Graham

LA28 to break longstanding tradition with corporate venue names at Games

LA28 Casey Wasserman Comcast Honda IOC Olympics Olympics
The Honda Center in Anaheim, home to the NHL’s Ducks, will host indoor volleyball for the 2028 Summer Olympics while keeping its corporate name.
The Honda Center in Anaheim, home to the NHL’s Ducks, will host indoor volleyball for the 2028 Summer Olympics while keeping its corporate name. Photograph: Sean M Haffey/Getty Images

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.

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The Guardian - US
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