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.

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,

LOS ANGELES — The Los Angeles Olympics will be sporting a first. The organizers of the 2028 event will be selling naming rights for some of the venues that the competitions will be using.