Organizers of the Los Angeles Olympics will sell naming rights for a handful of its venues in deals expected to bring multiple millions of dollars to the 2028 Games while breaking down the International Olympic Committee’s long-sacrosanct policy of keeping brand names off its stadiums.

Venues for the 2028 Olympics and Paralympics will be permitted to sell naming rights, a first in the Games' storied history. LA28, the organizing committee for the upcoming Summer Olympics in Los Angeles,

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.