Olympics-LA28 to allow venue naming rights in first for Olympics; Comcast, Honda debut deals

FILE PHOTO: The Honda Center arena is pictured in Anaheim, California January 28, 2009. The arena is home to the NHL's Anaheim Ducks hockey club. REUTERS/Mike Blake (UNITED STATES)/File Photo

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.