wasserman

More than 40 years after L.A. produced the most financially successful Olympic Games in history, the 2028 Summer Olympics will feature a new advertising revenue path for the Games.

In an Olympic first, venues used for the 2028 Olympics and Paralympics will be allowed to have corporate sponsor names after LA28 and the International Olympic Committee came to a tradition-bucking agreement announced Thursday.

Historically, the IOC has sought to limit corporate influence by keeping venues free from advertising. Major sponsors are still ubiquitous at the Games, where only Visa credit cards are accepted and Coca-Cola products monopolize the concession stands, but venues and fields of play have remained commercial-free. The traditional clean venue policy has forced L.A. organizers to refer to SoFi Stadium, which will host Olympic swimming, officially as “2028 Stadium” or “the Stadium in Inglewood.”

Not only will the new agreement help logistically by not requiring well-known venues to adopt generic temporary nicknames, but it will ease costs as existing signage can remain in place outside of the venue.

“Our job is to push and our job is to do what’s best for the Olympics in Los Angeles,” LA28 chairman Casey Wasserman told The Times. “Our job in those conversations [with the IOC] was to explain why this was more than just about money. It was about experience and value and opportunity.”

The additional revenue opportunities from naming rights agreements will help cover what LA28 has promised will be a privately funded Games.

Wasserman said the private organizing committee has contracts for about 70% of the projected $2.5-billion domestic sponsorship goal. Any money that comes from the new naming opportunities are additions to the previously estimated revenue, Wasserman said. Needing to cover the budget of $7.1 billion, LA28 has added eight corporate sponsors this year, already surpassing the total from 2024.

“The momentum is meaningful and real,” Wasserman said. “We feel good about where we are, but we certainly don’t take that for granted.”

For venues that already have sponsorship names, such as Crypto.com Arena, BMO Stadium or the Intuit Dome, the existing company can sign on as a founding-level partner to retain its naming rights during the Games, the highest level of domestic sponsorship. Otherwise, the venue will be renamed without a sponsor.

The changes have already begun. LA28 announced that Honda Center will retain its name for the Olympic volleyball competition after the Japanese automaker established its deal with LA28 in June. Squash will make its Olympic debut at the newly named Comcast Squash Center at Universal Studios as the company also holds U.S. broadcasting rights to the Olympic and Paralympic Games.

Broadcasters can now refer to the venues with their corporate sponsor names, providing a major global stage. Any signage outside of the venue will remain in place for existing structures. Naming rights are available for the 19 temporary facilities with first bidding opportunities going to members of The Olympic Partners (TOP) program.

But the field of play will remain free from visible sponsorships.

“The IOC is always looking to recognize and support the critical role and contributions of Olympic commercial partners, both TOP and domestic. We also want to support LA28 in their efforts to create new approaches and commercial opportunities, whilst maintaining the principles of the ‘clean venue policy’ that is unique to the Olympic Games,” an IOC spokesperson said in a statement to The Times. “It is a reality that many venues in L.A. and in the U.S. already have commercial naming rights and have become commonly recognized as such by the general public. Therefore, following discussions, the IOC is supporting the LA28 initiative that takes into account market realities of venue naming and generates critical revenue to stage the Games.”

With less than three years before the Olympics open on July 14, 2028, the Games delivery process has come with challenges. Soon after the IOC’s coordination commission left the city to glowing reviews of LA28’s planning progress in June, immigration raids and protests began in Los Angeles. This month, President Trump named himself the chair of a task force to oversee the federal government’s involvement in the Games, but concerns about safety and visas for would-be international visitors have persisted.

In L.A., where the city recently closed a nearly $1-billion budget deficit, transportation updates have lagged behind and leaders are in negotiations with Olympic organizers about services including security, trash removal and traffic control. Though LA28 has promised to cover all expenses related to the Games, taxpayers still face potential risk.

If the group goes over budget, L.A. would be responsible for the first $270 million of the deficit.

Los Angeles just can’t get a break.

The latest embarrassment is LA28 chair Casey Wasserman, the man tasked with making sure the 2028 Summer Olympics are a massive success. At a news conference this week announcing that President Trump will head a federal Olympics task force, Wasserman offered L.A. a giant whoopie cushion.

With Wasserman at his left side, Trump vowed to bring L.A. “back stronger than ever.” On Trump’s right was a rash of L.A. haters, some of whom played a prominent role in Southern California’s summer of deportations, including Vice President JD Vance and Department of Homeland Security head Kristi Noem. Not present, but hailed by Trump during the presser as an “MVP candidate,” was Deputy Chief of Staff Stephen Miller, who has made it his life’s mission to crush the multicultural metropolis that birthed him.

So what did Wasserman, a prominent Democratic donor who in recent months has thrown some cash at Republican committees, do in front of people who want to rain holy hell on his hometown?

He praised Trump’s “support” of the L.A. Olympics as “truly extraordinary” and gifted him a set of medals from the 1984 Games hosted by the city. If that wasn’t groveling enough, Wasserman was grinning after Trump joked about not using an autopen to sign the executive order creating the task force — a jab at President Biden. It was more bricks on the foundation Wasserman has been laying since January, when he met with Trump at Mar-a-Lago.

I haven’t seen such a suck-up since the last time I vacuumed my dad’s pool.

The federal government was always going to play a role in providing security for the 2028 Olympics, just as it has for previous Games in the U.S. But Trump, as the head of the task force, now gets to personally oversee our own siege.

When asked by a reporter if he would deploy the military to L.A. the way he did this summer, Trump responded, “We’ll do anything necessary to keep the Olympics safe, including using our National Guard or military, OK?”

With the Games happening in a presidential election year, Trump would love nothing more than to traipse around an L.A. radically transformed by his deportation blitzkrieg to proclaim his mission accomplished and broadcast his conquest to the world.

That’s why L.A. needs to withdraw from hosting the Olympics — the sooner the better.

Trump’s news conference, where he also called Mayor Karen Bass “not very competent,” looked like a preview of what we can expect in the lead-up to the Games. Hey, maybe the president will fall in love with the city over the next three years — and maybe Miller’s bald pate will grow hair worthy of Samson. But history has shown that no amount of puckering up to Trump will deter him from his goals — and a long-standing one is to humiliate blue L.A. at every chance.

Angelenos: Do ustedes really want to give Trump and his goon squad more chances to make life miserable for y’all? You don’t stand idly by as your sworn enemy assumes even more power to mess with you — you toss that problem elsewhere if you can. And you definitely don’t entrust kiss asses like Wasserman — I’m still not sure what he did to deserve his powerful LA28 gig, except being the grandson of the late Hollywood mogul Lew Wasserman — with calming down someone like Trump. That’s like giving a rich kid a Super Soaker and telling him to water the Huntington Library gardens.

Mayor Karen Bass speaks at an event with local leaders in front of the Los Angeles Memorial Coliseum in 2024.

(Christina House / Los Angeles Times)

In a city that has long faced existential problems, the idea of staging such a spectacle always sat uneasy with me. Boosters have drowned out skeptics by insisting that the Olympics will help the city and come at “no cost” to taxpayers. But the city government will have to cover the first $270 million of any cost overruns or revenue shortfalls — and where on earth would that money come from?

Indeed, few Olympics ever turn a profit. The organizing committee behind last year’s Paris Games claimed to have brought in about $30 million — which isn’t bad, but it’s just 3% of the nearly billion-dollar budget deficit that the city of L.A. faced at the beginning of the year.

Expecting the Olympics to be a financial and spiritual salvation for the city betrays Angelenos’ lack of trust in their ability to save themselves. Nevertheless, an executive for the tourism group Visit California said at a state Senate committee hearing last month that hosting the Games would present a “refreshed global image of California as the most welcoming destination in the nation.”

Spare me the PR pablum. The city doesn’t need a multibillion-dollar ad campaign to let the world know how cool it is or make it believe in itself. It needs people committed to solving problems for those who have to live with them daily — not for tourists and visiting athletes.

Supporters will whine that pulling out of the Olympics at this point is a huge inconvenience and will wreck L.A.’s global standing. But withdrawing from a commitment to host a huge sporting event isn’t unprecedented. Denver dumped the 1976 Winter Olympics three years and three months before they were set to open, and its reputation came out just fine. Mexico hosted the 1986 World Cup after Colombia pulled out three years earlier.

By passing on the Olympics, L.A. officials can set aside their concerns about whether producing a month’s worth of seven Super Bowls a day, as Wasserman loves to boast, will strain city resources. Wasserman and his band of the best and the brightest can focus on what L.A. really needs, not how to transform SoFi Stadium into an aquatics center.

And if LA28 throws a snit fit over the move? Well, then you know how truly committed they were to bettering L.A. in the first place.

I write this columna as a huge Olympics fan who watches the opening ceremony every four years, the Games’ problems be damned. I have vague but fond memories of the 1984 Games and clearly remember the Sam the Olympic Eagle lunchbox I toted around in first grade. I was looking forward to trying to score tickets to the swimming events for my wife, who was a competitive backstroker at University High in Irvine, and me.

But I don’t want my money going toward something that Trump will use to bolster his noxious legacy. I’m not going to cheer on Wasserman as he chums up Trump while la migra continues to terrorize L.A., possibly for months, if not years. I don’t want to support an event where footage of an occupied L.A. might be as front and center as the Coliseum or badminton.

What true Angeleno would?

In America, the NFL laps every other sport. Around the world, where its product is labeled “American football,” the NFL has largely failed to export its massive domestic popularity.

That hasn’t stopped the NFL from trying. The global market has too much upside. The Rams will play in Australia next year. The San Francisco 49ers staged football clinics in the United Arab Emirates last month.

When the Olympics called, the NFL said yes. In 2028, the L.A. Summer Games will include flag football — and a selection of NFL players. How better to sell your sport internationally than to attach it to the world’s largest sporting event?

Baseball is, uh, still thinking about it.

Two years after we first started talking about whether major leaguers would play in the 2028 Olympics, Major League Baseball still has not said yes, and now the NFL and its publicity-gobbling machine is threatening to steal the spotlight.

If MLB withholds its players, the NFL will steamroll whatever collection of minor leaguers and collegians appear on the Olympic diamond. So will the NBA All-Stars competing for basketball gold.

If MLB agrees to let its players participate — and Shohei Ohtani, Aaron Judge and Bryce Harper have made clear they want to compete — hardly anyone will care about flag football.

“We have the best athletes in every sport,” LA28 chief Casey Wasserman told me.

“Wimbledon will end, they’ll come here. The Tour de France will end, they’ll come here and compete. Obviously, men’s and women’s basketball will have the greatest basketball players in the world. So we think that a sport like baseball ought to have the best players in the world playing.”

Here is a statistic the NFL could never match: Of the rosters announced for Tuesday’s All-Star Game, one in three players was born outside the United States. Those players represent eight different countries.

MLB has leveraged that global marketing opportunity into the World Baseball Classic, which has grown over two decades from a curiosity into a must-see event. The WBC returns next spring.

“I think it’s eventually going to get moved to the middle of the season,” Team USA manager Mark DeRosa told me at Saturday’s Futures Game. “I think it’s going to be a monster event moving forward.”

The only difference between a WBC in the middle of the season and the Olympics in the middle of the season: MLB controls the WBC.

Dodger Stadium will host six games during the 2028 Olympics, but will MLB players be on any of the teams participating?

(Mike DiGiovanna / Associated Press)

That is not a good enough reason for MLB to skip the Olympics. The best interests of baseball cannot always be measured in today’s dollars.

Should major leaguers participate in the Olympics?

“Oh, yeah,” DeRosa said.

“It’s not that simple a question,” said Tony Clark, executive director of the players’ union, onSaturday.

Clark said the union has had “encouraging informal conversations” with LA28 officials. What Clark would like to see from MLB is an actual plan — all the logistics for all the players, as the NBA and NHL provide when their players participate in the Olympics.

MLB has its own logistics issues too. For instance, if MLB skips the 2028 All-Star Game to accommodate the Olympics, how does the league compensate Fox? The league’s media contracts expire after the 2028 season, so the 2029 All-Star Game might not be available to Fox, and MLB would rather not refund the big bucks.

This much is set, according to Wasserman: The Olympic baseball tournament would cover six days at Dodger Stadium, with a six-team field. The United States would automatically qualify as the host country. The 2026 WBC could serve as a qualifying tournament for other countries, although that is more concept than certainty at this point.

What did Wasserman say in his pitch to major league owners?

“What an incredible opportunity to elevate the sport in a city where you have one of the great cathedrals of the sport,” he said. “There is no better chance to tell the global story of baseball than from the Olympics in Los Angeles.

“They understand that. We could have another Dream Team, or two, depending on the countries. That is a vehicle to tell the story of baseball around the world, and that is really powerful.”

To his credit, commissioner Rob Manfred gets that.

“We do see LA28 as a, you know, real opportunity from a marketing perspective,” Manfred told the Associated Press Sports Editors in April.

Logistics aside, Manfred needs to convince the owners — his bosses — that interrupting the regular season is worth it. If the Games were held halfway around the world, shutting down the season for two weeks might be problematic.

But in Los Angeles, for one week? Kill the All-Star Game for a year, and start the regular season three days early, or finish it three days late.

Wasserman said he has had “pretty consistent dialogue” with the league.

“We hope they get to the right answer, which is Major League Baseball players being eligible to play,” Wasserman said.

“We’ll be as patient as we need to be to get to the right answer.”

The wrong answer: The world is watching the Olympics, and MLB is giving us the Colorado Rockies.