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 arenas and stadiums.

For the first time in the history of the Olympic and Paralympic Games, LA28 announced that it has created the opportunity for corporations to purchase naming rights at competition venues.

The Los Angeles Organizing Committee for the 2028 Olympic and Paralympic Games announced a strategic move to sell naming rights to various venues.