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The Star
4 days ago
- The Star
Olympics-LA28 to allow venue naming rights in first for Olympics; Comcast, Honda debut deals
LOS ANGELES (Reuters) -Los Angeles 2028 Olympic and Paralympic Games will, for the first time in Games history, allow venue naming rights, organizers said on Thursday, unveiling Comcast and Honda as inaugural partners in a move aimed at boosting commercial revenues. The pilot program, developed with the International Olympic Committee (IOC), will let qualifying LA28 partners retain existing venue names during the Games and buy additional marketing assets. It also opens naming rights for up to 19 temporary venues to worldwide Olympic partners and LA28 sponsors, while standard "clean venue" rules continue for non-partner sites. Comcast will lend its name to the Comcast Squash Center at Universal Studios, where squash will make its Olympic debut on the Courthouse Square backlot. Honda Center in Anaheim will become the first arena to keep its name during an Olympic competition, hosting indoor volleyball. "Anytime you're the first to do something in the context of the Olympics, it's a big deal," LA28 chair Casey Wasserman told Reuters. "It's a big opportunity for us and it's a big statement of support from the IOC. We think it will be a really powerful platform and opportunity in the commercial sector, so we're really excited." Wasserman said the deals introduce a "new commercial model" for the Olympic movement. The IOC traditionally enforces strict branding rules during the Games, masking corporate signage at competition venues. He noted money from selling venue naming rights would be in addition to the overall sponsorship revenue target of $2.5 billion, which LA28 calls the largest commercial revenue raise in sports. "We've been very conservative, so we have none of this revenue in our budget so any revenue is upside," he said. "Having said that, we think it could be significant. It's a really powerful platform for branded partners of ours to engage with us and also with the globe, because it's part of the broadcast. The reach is really stunning." From a practical perspective, the potential for SoFi Stadium and arena to maintain their names during the Games will help fans navigating the city. "As a pure matter of wayfinding, it's actually an important piece of the puzzle," he said. Comcast, which holds U.S. broadcast rights through NBC and Peacock, said it would support LA28 "across our entire company," including coverage and the squash showcase. Honda, which in June was named the Games automotive sponsor, said its long-backed Anaheim arena would "step onto the international stage to power Olympic dreams," according to Ed Beadle, a vice president at American Honda Motor Co. LA28 said additional naming-rights partners are expected as the three-year countdown continues. (Reporting by Rory Carroll in Los Angeles; Editing by Lincoln Feast.)
The Star
19-07-2025
- The Star
Olympics-Paralympian Frech eyes 'biggest party of all time' as LA28 approaches
FILE PHOTO: Paris 2024 Paralympics - Athletics - Men's High Jump - T63 Victory Ceremony - Stade de France, Saint-Denis, France - September 4, 2024 Gold medallist Ezra Frech of the United States celebrates with his medal on the podium REUTERS/Umit Bektas/File Photo LOS ANGELES (Reuters) -For American Paralympian Ezra Frech, the countdown to the LA28 Paralympic Games is an all-consuming passion as he prepares for what he calls a transformative moment for the city and the world. "I lay in bed at night and that's all I think about. I get up in the morning and that is all I think about. It goes through my head 24-7," Frech told Reuters on the red carpet of the ESPYs, where he was nominated for Best Athlete with a Disability. Frech, a track and field athlete who competed at the Tokyo and Paris Games, is confident that Los Angeles will deliver an unparalleled spectacle in 2028. "LA28 will be literally the biggest party of all time," said Frech, a Los Angeles native who competes at the University of Southern California. "This city knows how to throw a party and it knows how to throw a sporting event." Frech, who was born with congenital limb differences, captured two gold medals in Paris - winning the 100m and high jump in the T63 category for athletes with a single above-the-knee leg amputation. The Paris 2024 Paralympics set a high bar, Frech acknowledged, but he believes Angelenos are ready to take the event to new heights. "Paris set a great foundation. They showed us what a Paralympic Games can be, and now we as Angelenos have to take it to the next level," he said. Frech is featured in the documentary "Adaptive," to be released on Peacock on July 28. The show follows Frech, swimmer Jamal Hill, and women's wheelchair basketball players Courtney Ryan and Josie Aslakson as they navigate the road from Tokyo to Paris. "It's raw, it's emotional, it's gritty," Frech said. "There's laughter, tears, highs, lows, and then ultimately, the ultimate peak, which was Paris for me." Looking ahead to 2028, Frech is resolute about his goals. He has said he was gunning for the triple crown in LA - defending his two titles from Paris and adding a long jump gold to his collection. "One hundred percent I plan to compete, and I guarantee I'm winning all golds in LA," the amiable 20-year-old said with a smile. Beyond personal achievements, Frech emphasized the ongoing fight for Paralympians to be recognized alongside their able-bodied counterparts. "We are not asking for pity claps. We're not asking people to celebrate us just because we're disabled," he said. "We're out here competing on the highest level." The LA28 Paralympics are scheduled to take place from August 15 to 27, 2028. (Reporting by Rory Carroll in Los Angeles; Editing by William Mallard)
The Star
09-07-2025
- The Star
Olympics-Uber named official rideshare, delivery partner for Los Angeles Games
The Uber logo is shown on the building in Los Angeles, California, U.S., February 14, 2024. REUTERS/Mike Blake LOS ANGELES (Reuters) -Uber will serve as the official rideshare and on-demand delivery partner of the Los Angeles 2028 Olympic and Paralympic Games, as well as Team USA, organisers announced on Wednesday. The partnership will see Uber deploy its mobility platform to design, implement and optimise rideshare operations across the Los Angeles area It will offer transport options including cars, bikes and scooters to help athletes, officials and spectators navigate the city during the Games. Uber Eats, the company's food delivery division, will provide on-demand meal delivery to athletes in the Olympic and Paralympic Village, with plans to introduce mobile ordering at select venues for spectators. "We're honored to partner with LA28 and Team USA," Uber CEO Dara Khosrowshahi said in a statement. "It's a tremendous privilege for us to help people from across the globe move around LA and offer on-demand delivery to the Olympic and Paralympic Village." LA28 Chairperson Casey Wasserman said Uber's commitment to innovation and seamless service aligns with the Games' vision to deliver an "unparalleled" experience. As part of the agreement, Uber will also support NBCUniversal's coverage of the LA28 Games as well as the Milano-Cortina 2026 Winter Olympics, including new ways to share athlete stories and competitions. Financial terms of the deal were not disclosed. The partnership marks Uber as the eighth new sponsor revealed this year for the LA28 Games, and organisers said the deal reflects LA28's ambition to stage the most technologically advanced Olympics to date. Last month LA28 named Japanese automaker Honda as its automotive partner after announcing Archer Aviation as its air-taxi provider and appointing data cloud analytics company Snowflake as its data collaboration provider. LA28's roughly $7 billion budget will be paid for with money from the International Olympic Committee and IOC sponsors as well as domestic partnerships, ticket sales, licensing, merchandise sales and other revenues. The LA28 Games will mark Los Angeles' third time hosting the Olympics and its first time hosting the Paralympic Games. The Games will take place from July 14-30, 2028, and the Paralympic Games from August 15-27, 2028. (Reporting by Rory Carroll in Los Angeles; Editing by Ken Ferris)
