Los Angeles 2028 Olympic and Paralympic Games will, for the first time in Games history, allow venue naming rights, organizers said on Thursday, unveiling Comcast and Honda as inaugural partners in a move aimed at boosting commercial revenues.

For the first time in the history of the Olympic and Paralympic Games, LA28 — the organizing committee for the 2028 Summer Games — is selling temporary naming rights at competition venues. Why it matters: Unlike other host countries,