Core Viewpoint - The Los Angeles Organizing Committee has broken the long-standing "clean venue" policy by allowing venue naming rights during the 2028 Olympics, marking a significant shift in Olympic commercialization [1][9]. Group 1: Changes in Venue Naming Rights - For the first time in Olympic history, existing venue naming rights will be allowed to continue during the Games, with Honda Center and Comcast Squash Center being the first announced venues [1]. - The decision to allow venue naming rights is driven by the need to meet ambitious sponsorship revenue targets, including a goal of $2.5 billion in local sponsorship revenue [9][10]. - The new plan will allow up to 19 temporary venues to open for naming rights, prioritizing TOP sponsors and local high-level sponsors [10]. Group 2: Historical Context and Policy Shift - The International Olympic Committee (IOC) has historically enforced a "clean venue" policy to maintain the purity of the Olympics and protect the rights of official sponsors [5][7]. - The shift in policy is attributed to the unique commercial landscape of the U.S. sports market, where venue naming rights are commonplace [9]. - The IOC's decision to relax the naming rights policy reflects a growing pressure to adapt to financial realities and local sports culture [9][10]. Group 3: Implications for Future Events - The loosening of the clean venue policy may set a precedent for other major sporting events, such as the FIFA World Cup, which has also adhered to similar policies [11][15]. - Concerns arise that increased commercialization could dilute the symbolic meaning of the Olympics, which has historically represented unity and purity in sports [11][13]. - The potential for further commercialization raises questions about the future of the Olympics and its unique identity, as well as the impact on other international sporting events [11][15].