Allianz will become the first brand to have its name displayed on a competition venue at an Olympic and Paralympic Games, with the temporary Allianz Beach Arena set to host beach volleyball at the Los Angeles 2028 Olympics and blind football at the Paralympics.
Located on the waterfront in Long Beach, California, the venue will have a capacity of nearly 15,000 spectators per session. Organisers expect the arena to welcome approximately 735,000 spectators across both competitions.
The agreement makes Allianz Beach Arena the eighth member of the insurer’s Allianz Family of Stadiums, a global network of sports venues that began with the Allianz Arena in Munich in 2005. The network now includes seven established venues across seven countries, including stadiums in London, Sydney, Nice, Vienna, Turin and St. Paul, Minnesota.
Unlike the other venues in the portfolio, Allianz Beach Arena is being built specifically for the LA28 Games. Its naming rights reflect a new commercial opportunity at the Olympics, with LA28 becoming the first Olympic and Paralympic Games to offer naming rights for competition venues.
The partnership also brings together two of Allianz’s major sports initiatives: its global stadium portfolio and its role as a Worldwide Olympic and Paralympic Partner.
“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,” said Eike Bürgel, Allianz’s global head of Olympic and Paralympic programmes.
The arena is scheduled to stage its first competition on July 15, 2028. The Olympic programme will feature 39 ticketed matches, including two medal events, while the Paralympic competition will comprise 10 matches, including one medal event.
Allianz has also unveiled a customised version of the LA28 Games emblem. The design draws inspiration from the company’s stadium portfolio, incorporating elements associated with the Allianz Arena in Munich and Allianz Field in Minnesota.
The announcement marks another step in Allianz’s preparations for LA28. The company has been a Worldwide Olympic and Paralympic Partner since 2021 and will continue its support through 2032, building on its two decades of involvement with the Paralympic Movement.
The naming-rights agreement highlights the commercial opportunities available to brands as major sporting events seek new revenue streams and partnerships that extend beyond traditional sponsorship arrangements.