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,

LA28 Organizers said it's the first time in Olympic and Paralympic Games that such a bid has been undertaken, and it's part of the committee's mission to keep the Games fully privately funded with no new builds.