Honda Secures Iconic Naming Rights Territory in LA28 Olympic Deal

190

Honda is making history by becoming one of the first brands to retain arena naming rights during the Olympics. Under a groundbreaking pilot program approved by the IOC, the Honda Center in Anaheim—home to the NHL’s Ducks and venue for Olympic volleyball—will keep its official name throughout the Games.

American Honda’s marketing lead, Ed Beadle, described the moment as a “heartstring puller,” emphasizing the opportunity to deepen emotional connections with fans as “a powerful platform where everyone understands the property immediately.” He highlighted that the deal builds on Honda’s existing role as LA28’s founding partner and official automotive sponsor, which involves supplying accessible and electric vehicle fleets to the Games.

This initiative represents a landmark shift in Olympic commercial strategy. For the first time, a host city will permit venues to retain corporate branding during the Games—contradicting the IOC’s longstanding “clean venue” policy. The pilot also allows up to 19 temporary venues to adopt sponsor names, aiming to generate vital revenue for LA28’s privately funded $7-billion budget.

Casey Wasserman, LA28 Chair, termed this “a new commercial model” poised to shape future Games. The initiative blends tradition with modern sponsorship logic—allowing fan familiarity, stronger access, and financial sustainability to coexist.