Title: A New Era of Olympic Sponsorship: Los Angeles Charges Companies to Keep Names on Arenas for 2028 Games The upcoming 2028 Olympics in Los Angeles are set to break new ground with their innovative approach to sponsorship. Unlike previous editions, where naming rights were typically stripped from host venues by Olympic organizers, LA is pioneering a unique business model that charges sponsors extra fees instead. This move represents not only a shift in the way sports events are funded but also an opportunity for companies to showcase their brand on a global stage like never before. Historically, it has been common practice for Olympic organizers to remove any commercial affiliations from venues during the games. The rationale behind this was to maintain the purity and neutrality of the event, ensuring that all attention remains focused solely on athletes’ performances rather than corporate endorsements. However, with the growing financial demands associated with hosting such massive events, it seems that change is inevitable. The potential implications of LA’s decision are vast. For one thing, it could open up new revenue streams for future host cities by encouraging them to adopt similar strategies. Additionally, this approach may lead to more creative and innovative sponsorship deals as companies compete for prime advertising space at these prestigious events. On the other hand, critics argue that allowing commercial branding on Olympic venues risks diluting the event’s core values and undermining its integrity. From my perspective, I believe this shift in strategy signifies a recognition of the changing landscape of sports marketing. With increasing competition among brands vying for consumer attention, securing high-profile sponsorship deals has become increasingly important. By allowing companies to retain their names on arenas during the Olympics, LA is not only providing them with valuable exposure but also acknowledging that commercial partnerships play a crucial role in funding these events. In conclusion, Los Angeles’ decision to charge sponsors extra fees instead of stripping naming rights from host venues marks an exciting new chapter for Olympic sponsorship. While there are undoubtedly challenges and concerns associated with this change, it represents a forward-thinking approach that acknowledges the importance of commercial partnerships in today’s world. As we look ahead to the 2028 Games, let us hope that other cities will follow suit and embrace innovative ways to fund these incredible events while preserving their core values.
Source: [Original Article](https://www.nytimes.com/2025/11/21/us/los-angles-olympics-naming-rights.html)
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