LA28 to break longstanding tradition with corporate venue names at Games

“From the moment we submitted our bid, LA28 committed to reimagining what’s possible for the Games,” Wasserman said. “These groundbreaking partnerships with Comcast and Honda, along with additional partners to come, will not only generate critical revenue for LA28 but will introduce a new commercial model to benefit the entire Movement. We’re grateful to the IOC for making this transformation possible.”

Imagine if it was possible not to have embedded advertising crammed up your eyeballs at every turn. This is a tradition that doesn’t need to be “reimagined”. I doubt that much if any of that revenue will go towards the chronic funding gap that exists for most US Olympic athletes.