In a landmark decision that breaks with over a century of tradition, the organisers of the 2028 Los Angeles Olympics have announced they will allow corporate venue names to remain in place for the duration of the Games. This marks the first time the International Olympic Committee has permitted such direct marketing, signalling a new commercial era for the event.
A Groundbreaking Financial Deal
The policy was confirmed with the revelation that the Intuit Dome, the future home of the LA Clippers in Inglewood, will keep its name when it hosts basketball events. The deal with Intuit, the maker of tax and business software, is part of a wider strategy to sell naming rights for up to 19 Olympic venues. John Slusher, head of marketing for the LA28 committee, stated the move was designed to add incremental value and align with chairman Casey Wasserman's vision for a fiscally responsible Games.
This pioneering arrangement is projected to bring in multiple millions of dollars beyond the event's already substantial $7.15 billion budget. Slusher further expressed confidence in the sponsorship drive, aiming for between $800 million and $1 billion in deals for 2025 alone, working towards an overall corporate sponsorship goal of $2.5 billion.
Expanding the Partnership Roster
The announcement regarding the Intuit Dome coincided with the declaration that Intuit has become the latest founding partner for the Los Angeles Olympics. This places it alongside other major corporations like Starbucks and Honda, which were signed in a recent flurry of agreements.
Honda will also retain its branding on the Anaheim arena, the designated venue for volleyball. However, not all pre-named venues will follow this model. The home of the Rams, for instance, which will host the opening and closing ceremonies as well as swimming, will be temporarily renamed 2028 Stadium instead of using its commercial name, SoFi.
Community Benefits and Corporate Alignment
The partnership with Intuit extends beyond simple branding. As part of the agreement, the company has committed to providing free tax preparation services for some US athletes and will expand its financial education programmes within the Los Angeles community.
Thomas Ranese, Intuit's chief marketing officer, said in a statement, Our commitment to powering prosperity aligns perfectly with the spirit of the movement. This highlights a strategic effort to blend commercial sponsorship with tangible community and athlete benefits, potentially setting a new standard for future Olympic hosts.
