beIN Sports Gets LA 2028 Games Rights as Qatar Wants 2036 Olympics

beIN Sports, a company from Qatar, has bought the rights to show the Los Angeles 2028 Olympic Games. This news comes as Qatar is trying to host the 2036 Olympics. Also, the LA 2028 Games will let companies buy the names of their sports venues.
By Newsroom | Sports, Olympics |

A recent media rights agreement has placed Qatar's beIN Sports in a prominent position concerning the Los Angeles 2028 Olympic Games. This development occurs as Qatar continues its pursuit of hosting the 2036 Olympics, with Doha being the proposed host city. The acquisition of broadcasting rights by beIN Sports, a Qatari entity, has drawn attention due to its potential implications for Qatar's Olympic aspirations and the evolving commercial strategies within the International Olympic Committee (IOC).

The Los Angeles 2028 Games are set to implement a novel approach to revenue generation by selling naming rights to sports venues. This marks a significant shift from the IOC's long-standing policy of prohibiting brand names on arenas and stadiums during the Olympic period. Two such deals have already been finalized: Honda has acquired naming rights for the volleyball arena in Anaheim, and Comcast has secured naming rights for the temporary venue hosting squash. This initiative aims to create new income streams for LA28 and the U.S. Olympic & Paralympic Committee, potentially setting a new commercial model for future Olympic Games. The pilot program allows qualifying partners to retain existing venue names and purchase additional marketing assets, a move designed to offer valuable engagement opportunities for sponsors.

beIN Sports' Broadcast Deal and Qatar's Olympic Bid

The acquisition of media rights for the LA 2028 Games by Qatar's beIN Sports is noteworthy, especially considering Qatar's declared interest in hosting the 2036 Olympics. While beIN Sports and its president, Nasser Al-Khelaifi, do not hold formal roles in promoting Qatar's Olympic bid, and Al-Khelaifi is not a member of the Qatar Olympic Committee leading the bid, his connections may still be relevant. Al-Khelaifi is a board member of the Qatar Investment Authority, the nation's sovereign wealth fund. His reported good relationships with members of the IOC could indirectly support Qatar's bid efforts. The article notes that a Qatari Olympics might elicit controversy due to the country's record on LGBTQ+ rights and its limited history in women's sports. Nevertheless, Doha's infrastructure, including a new metro system and a global transport hub at Hamad International Airport, positions it as a viable candidate city.

LA 2028's Venue Naming Rights Innovation

The Los Angeles 2028 Olympic and Paralympic Games are pioneering the sale of venue naming rights, a first in Olympic history. This strategy is designed to bolster revenue for the organizing committee and the U.S. Olympic & Paralympic Committee.

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  • Pilot Program: This initiative is structured as a pilot program, with the potential to allow other existing venue names to be used during the Games.

  • New Venue Names: Rights can also be purchased for up to 19 temporary venues.

  • Early Agreements:

  • Honda Center in Anaheim will be known as the Honda Center during the indoor volleyball competition.

  • Comcast has secured naming rights for the Comcast Squash Center at Universal Studios, where squash will debut as an Olympic sport.

  • The Peacock Theater at Universal Studios is also mentioned in relation to naming rights.

  • IOC Policy Shift: This move represents a departure from the IOC's traditional strict branding rules, which previously required masking corporate signage at competition venues.

  • Revenue Generation: This new commercial model is expected to generate critical revenue and benefit the broader Olympic Movement.

Broader Olympic Landscape and Competitive Bids

The pursuit of hosting the Olympic Games is a multifaceted endeavor involving numerous nations and considerable strategic planning. While Qatar actively seeks to host the 2036 Games, other nations are also preparing bids. India, for instance, has announced plans for an Olympic bid, with Ahmedabad, the power base of the ruling BJP party, serving as a key location. This indicates significant political backing for India's ambition. The competitive nature of Olympic bids necessitates robust support and strategic alliances, as demonstrated by the political backing for India's proposal and the commercial partnerships being forged by LA28.

Expert Analysis and Signals

The sale of venue naming rights by LA28 is seen as a historic and innovative step, according to Casey Wasserman, Chair and President of LA28. This approach signifies a pragmatic evolution in the Olympic business model, seeking to maximize commercial opportunities while potentially broadening the appeal to corporate partners. The involvement of beIN Sports in securing broadcast rights for LA 2028, coinciding with Qatar's 2036 bid, presents an interesting dynamic. While the entities are separate, the association could offer indirect benefits to Qatar's Olympic ambitions by increasing visibility and fostering relationships within the Olympic ecosystem. The article does not offer explicit expert opinions on the implications of beIN Sports' deal for Qatar's bid.

Conclusion and Next Steps

The LA 2028 Olympic Games are embracing innovative revenue strategies, notably through the sale of venue naming rights. This pilot program, allowing corporate sponsors to brand Olympic venues, marks a significant departure from past IOC policies and aims to generate substantial income. Concurrently, Qatar's beIN Sports has secured the media rights for these Games. This acquisition coincides with Qatar's ongoing efforts to host the 2036 Olympics, a bid that may face scrutiny due to the nation's social policies. The interrelationship between beIN Sports' broadcast rights and Qatar's Olympic aspirations remains a point of interest, with potential indirect advantages for the bid through increased visibility and established connections. The successful implementation of LA28's commercial strategies could establish a precedent for future Olympic host cities.

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Frequently Asked Questions

Q: Who will show the LA 2028 Olympics?
beIN Sports, a company from Qatar, will show the games.
Q: What is Qatar trying to do?
Qatar wants to host the 2036 Olympic Games.
Q: What is new about the LA 2028 Games venues?
For the first time, the LA 2028 Games will sell the naming rights to their sports places to companies.