Allianz announced on Monday that it has purchased the naming rights for the 2028 Olympic and Paralympic Games in Los Angeles, in a deal that will feature the insurance company’s branding on a 15,000-seat temporary area in Long Beach.
The Allianz Beach Arena will host Olympic beach volleyball and Paralympic blind soccer. Terms of the deal were not disclosed.
“For the first time, two of Allianz’s major sports initiatives – the Allianz Family of Stadiums and our Worldwide Olympic and Paralympic partnership – come together in one venue that proudly bears the Allianz name,” Eike Bürgel, Global Head of Olympic and Paralympic Program at Allianz said. “Beach Volleyball broke attendance records at Olympic Games Paris 2024, and having the Allianz name on its arena at the LA28 Games is a unique way to bring our brand closer to fans and strengthen our visibility as a Worldwide Olympic and Paralympic Partner.”
The Long Beach venue will not be the first time an Allianz-affiliated site will be featured at the Olympics. The Allianz Riviera in Nice, France hosted six soccer matches under a neutral name during the Paris Games in 2024.
For the first time in Olympic history, naming rights on venues will debut in 2028, with more than 30 sites in the Los Angeles area eligible to bear corporate insignias.
LA28 organizers announced the move last September, with existing corporate sponsors expected to pay to retain their branding during the Games, be temporarily replaced with a new naming partner or simply use a generic name if no deal can be reached.
Officials have not publicly disclosed a revenue target for venue naming rights, but the initial estimates expect to pull in a total in the tens to hundreds of millions of dollars.
The Honda Center, Comcast Squash Center at Universal Studios, Peacock Theater and Intuit Dome already have confirmed sponsors, with Allianz joining the growing group.
“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,” a LA28 spokesperson said last September when news of the branding opportunities became 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.”
Allianz also revealed on Monday that it has launched its LA28 Games “custom A” emblem where the word mark is intentionally designed to change, with each partner to create its own interpretation. The Allianz design takes inspiration from the company’s family of stadiums, including the Allianz Arena in Munich and Allianz Field in St. Paul, Minnesota.
