By Rory Carroll

LOS ANGELES (Reuters) -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.

The pilot program, developed with the International Olympic Committee (IOC), will let qualifying LA28 partners retain existing venue names during the Games and buy additional marketing assets.

It also opens naming rights for up to 19 temporary venues to worldwide Olympic partners and LA28 sponsors, while standard “clean venue” rules continue for non-partner sites.

Comcast will lend its name to the Comcast Squash Center at Universal Studios, where squash will make its Olympic debut on the Courthouse Square ba

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