Intuit, founding partner of LA28, retains naming rights for Olympic basketball arena

Intuit Dome Secures Naming Rights for 2028 Olympic Basketball Tournaments

The excitement surrounding the 2028 Olympic Games in Los Angeles continues to grow as Intuit has been heralded as a founding partner of LA28 and Team USA, confirming that the Intuit Dome will retain its name for the men’s and women’s 5×5 basketball tournaments. This innovative approach marks a departure from traditional venue naming practices during the Olympics, allowing corporate partners to maintain their existing naming rights. The initiative aims to enhance engagement and create more substantial marketing opportunities during the prestigious games.

A New Standard in Olympic Naming Rights

The LA28 naming rights program presents a unique opportunity for qualifying partners. While previous Olympic events typically saw the removal of corporate names from event venues, the current strategy facilitates a more integrated sponsorship experience. Partners can leverage their existing naming rights and bolster their marketing efforts with additional assets. This not only amplifies brand visibility but also aligns corporate partners more closely with the Olympic spirit, fostering a sense of community and interaction amongst fans.

The Intuit Dome’s Role in Major Events

Home to the Los Angeles Clippers, the Intuit Dome will play a pivotal role during the Olympic Games. In addition to hosting basketball tournaments, the venue is also selected to showcase the 2026 NBA All-Star Game. This event will air live on NBC and Peacock on February 15, coinciding with the Milan Cortina Winter Olympics. The dual functionality of the Intuit Dome as a premier sports venue positions it as a key player in both local and international sporting landscapes.

Other Venues Securing Naming Rights

The Intuit Dome is not alone in this initiative. Other venues also retaining naming rights include the Honda Center for volleyball and the Peacock Theater for boxing, weightlifting, and goalball. Additionally, the Comcast Squash Center located at Universal Studios will feature its corporate name during the games. This collective effort signifies a shift in how corporate partners engage with global sporting events, creating a more meaningful interaction between brands, athletes, and audiences.

Benefits for Corporate Partners

The naming rights program offers several benefits for corporate partners. By keeping their venue names, companies can maintain their brand presence in a globally recognized format while implementing activation strategies that resonate with their target audiences. This enhanced visibility is especially important during the Olympic Games, which draw massive viewership and participation from around the world. Corporate partners can use this platform to create brand loyalty and connection with fans.

Conclusion: A Groundbreaking Move for the Olympics

The decision to retain corporate naming rights at venues like the Intuit Dome signals a groundbreaking shift in Olympic sponsorship strategies. By allowing existing names to persist during the games, LA28 is establishing a new paradigm that emphasizes brand integration while fostering a sense of excitement among fans and partners alike. As preparations ramp up for both the 2028 Olympics and the 2026 NBA All-Star Game, anticipation is building for what promises to be a significant chapter in sports history.