Sports
SBJ Unpacks


Olympic spectators taking in speedskating and figure skating at the 2002 Winter Games in Salt Lake City did so at the home of the Utah Jazz. For those two weeks, however, that arena was not officially known as Delta Center because International Olympic Committee rules prevented the naming-rights holder, which had been in place there since 1991, from utilizing those rights under its long-standing, clean-venue policy.
With interior signage removed or covered up, the venue became the Salt Lake Ice Center for the two weeks of the Games.
Come 2028, though, there could be a venue named Delta Center in Los Angeles after organizers announced this month that they would sell naming rights to venues in a first for the movement.
Whether the airline wants to secure the rights to a temporary venue — it will have to wait in line behind the 11 current TOP sponsors — remains to be seen. That it can do so at all represents a revolution in the Olympic movement, which has long kept the commercialization of the Games outside of the places they’re actually contested.
The change gives sponsors something more tangible tied to the Games and organizers — a previously nonexistent revenue stream. Traditionally, naming rights deals across sports include language prohibiting use of corporate names and logos during the Olympics and Paralympics.
“This is a natural evolution. I think it’s innovative. I think it’s unique to LA for a lot of reasons,” said longtime Olympic marketer Terrence Burns. “Every stadium in L.A. almost has a name on it anyway.
“It’s a win-win for everybody,” Burns added. “And I think it might be an example of a draconian rule from a long time ago that, frankly, may not have much value anymore. … You’ve got all those positives, what is the negative?”
“It’s a win-win for everybody. And I think it might be an example of a draconian rule from a long time ago that, frankly, may not have much value anymore. … You’ve got all those positives, what is the negative?”
— Longtime Olympic marketer Terrence Burns
Aside from fears in some quarters that this marks another step in the commercialization of the Games, there aren’t many, especially for LA28 organizers tasked with funding the current $7.1 billion budget privately. They had been in talks with the IOC about the change, which was largely in place last year but not finalized until after it had its venue plans set.
“We’ve got to push all of the levers we can given the makeup of the way we fund these Games privately … and in doing so, it was a meaningful opportunity for an asset that companies in this country understand, value and want to buy,” said Chairman Casey Wasserman, who estimated that the price tag for naming rights could hit nine figures depending on location and venue.
That reality has caused U.S.-based Games to become innovators, in many regards, because they do not receive government funding.
A branding evolution
Even four decades on, the 1984 Games in Los Angeles remain renowned for revitalizing the movement, with Chairman Peter Ueberroth establishing a sponsorship model that would become foundational to the Games and generate a nearly $250 million surplus.
Los Angeles ’84 sponsors McDonald’s, the Southland Corporation (7-Eleven) and Thrifty underwrote the construction of venues — swimming at USC, the velodrome and the Los Angeles Tennis Center, respectively — and had their brands tied to events in the lead-up, but none was on those venues during the Games themselves.
The Atlanta Games in 1996 became the first to charge its tier-one sponsors the same as the global sponsors in the TOP program.
LA28 and the IOC both emphasized the change came, in part, because of a cultural acceptance of naming rights on venues. Indeed, partners of venues that will host Games events, such as SoFi (which will host swimming and co-host the opening ceremony) and Intuit (basketball) will have the first chance to acquire those rights during the Olympics and Paralympics. If they don’t want them, no other company can buy them. The Peacock Theater (boxing and weightlifting in the Olympics and goalball in the Parlalympics) will keep its name.
In addition to the revenue generated, the sale of naming rights at those permanent venues will result in operational cost savings for LA28 in not having to cover up those on and within the venue.
“This is such a big part of a sporting culture [in the U.S.], it’s accepted. It’s welcome. It’s everywhere,” said Ricardo Fort, founder of Sport by Fort Consulting and a longtime Visa and Coca-Cola executive. “So it would have been surprising if Brazil would have come with this idea back in 2016.”
Indeed, in 1996, the last time the U.S. hosted the Summer Games, only 38% (38 of 101) stadiums and arenas that housed teams in MLB, the NBA, the NFL and the NHL had naming-rights deals. Now that number is 95% (107 of 113), according to SBJ research.
Already, two of LA28’s founding sponsors, Honda and Comcast, have secured naming rights at venues that will host events — one existing venue (Honda Center, home of the Anaheim Ducks, which will host volleyball) and one temporary venue (squash, which will be held at the Comcast Squash Center at Universal Studios). LA28 will offer rights to the 19 remaining temporary venues first to TOP partners and then to its founding partners at its highest level of sponsorship. Delta is the only current top-tier sponsor without naming rights, and any new sponsors who want venue naming rights will have to come in at LA28’s highest level of sponsorship.
Beyond names on the venue, the rights could include wayfinding signage, tickets and Games-related media — such as maps and websites, as well as broadcast references.
Under a long-standing joint venture between LA28 and NBCUniversal, top-tier sponsors commit to a sponsorship and media buy. Wasserman put the price tag for venue naming rights at nine figures, though that could vary based on location and venue.
Of course, because this is a first-of-its-kind offer, adoption remains to be seen.
Fort said because of the nature of a TOP sponsorship, selecting one venue and one sport over others would be surprising. To Burns, it offers a visible promotion that might have more value, especially to TOP partners, than some of the things they can currently do.
“If I were a TOP partner, how much it costs to be a TOP partner, I would look at this as a very affordable, interesting and tangible way to extend my relationship with L.A.,” said Burns.
Michael Payne, the longtime former IOC marketing director, called the change “insignificant.”
“In the scheme of what is being sold, relative to the ring rights, the hospitality, the product showcasing and integration … having your name on one of 40 venues comes pretty low down the benefits list,” Payne said.
How the initiative performs doesn’t just affect LA28’s bottom line but the potential future of this in the movement, as well.
The Olympic Charter has long maintained a clean-venue policy, but the creep to greater commercialization has accelerated in recent quads.
Starting in the Tokyo Games, the IOC started displaying TOP sponsors in the backdrops at press conferences and had them in the mixed zone in Paris last year. Sponsor integration has existed for years, from Omega timing to BMW and Toyota having remote cars that deliver throwing equipment back to field athletes. Athletes took selfies from atop the podium in Paris with a Samsung phone and domestic sponsor LVMH had an extended video in the opening ceremony, both of which have continued to cause consternation within the movement.
The naming rights are the next step.
“For us, it’s also a way to demonstrate that the Olympic program is agile, is able to pivot and to take pragmatic ways when it is relevant,” said Anne-Sophie Voumard, managing director of IOC Television & Marketing Services.
“That principle doesn’t change. What evolves is the way we interpret it, or we need the pragmatic approach that we’ve taken with it and this is what took time for us to discuss with L.A.”
Voumard said sponsors are looking for ways to support the Games more meaningfully, and the acceptance of named venues in the United States made sense for this decision. She said the IOC could work with organizing committees to incorporate these rights in future agreements for TOP sponsors.
LA28 and the IOC have stressed that the change is a pilot program that is not guaranteed for future hosts. But it’s hard not to see Salt Lake City (2034), to be sure, and even the likes of Brisbane (2032) and other future hosts lobbying for the IOC’s approval to do the same.
“If you look at the road map of the host cities where we’re going to, those are also very sophisticated markets in the future,” Voumard said. “So if the pilot is successful, there’s no reason why we wouldn’t continue to expand this opportunity.”
Beyond the names that will appear on the tops of venues for a month in the summer of 2028, that might be another legacy of how a domestic Games has changed the movement. Now that LA28 is selling naming rights, what once was unheard of could become a line item in sponsorship budgets.
“It could be a call to arms that suddenly everybody’s got to get a piece of this,” said longtime Olympic sponsorship executive Rob Prazmark. “It’ll just change the game. Everybody will do it.”
Sports
Athletics News: Men’s Track & Field Excels at 2026 Season Opener
Athletics News
Men’s Track & Field Excels at 2026 Season Opener
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MIDDLETOWN, Conn. – Behind three victories and 11 New England D3 qualifying efforts, the UMass Dartmouth men’s track & field team had an outstanding opener on Saturday at the non-team scoring Wesleyan Winter Invite. The Corsairs were paced by 31 finishes in the Top-10, including wins in the 600-meters, 200-meters and the high jump.
Read full story on corsairathletics.com
Sports
Hooten rewrites 60m hurdles program record at Rod McCravy Memorial
LOUISVILLE, Ky. — Senior Zander Hooten established a new men’s indoor program record in the 60m hurdles as Bellarmine University track and field competed Friday and Saturday in the University of Kentucky-hosted Rod McCravy Memorial at the Norton Healthcare Sports & Learning Center.
Hooten actually posted two times at the meet that bested his previous program record of 8.06 in the 60m hurdles at the 2024 ASUN Championship. His 7.99 in the semifinals will stand as the new highwater mark. He also recorded an 8.04 in the finals while placing fourth.
Bellarmine competed with a partial squad. Freshman Dylan Forster placed in the upper half of the men’s shot put at 13th (15.26m).
The men’s 4×400 relay team of sophomore Grant King, freshman Tucker Smith, senior Zac Hutslar and senior Jackson Gordon notably threatened the program record, with their 3:16.54 not far off from the 3:14.91 benchmark.
Bellarmine will host its next two meets at Norton SLC, starting with Friday’s Bellarmine Open.
For more coverage of Bellarmine athletics, follow BUKnights on X (formerly Twitter), Instagram and Facebook.
Sports
No. 1 UCLA men’s volleyball to face No. 15 McKendree, Concordia in season opener
After watching a three-peat championship slip away last spring, redemption hangs in the air.
But the Bruins are stepping back onto the court with something to prove.
No. 1 UCLA men’s volleyball will kick off its season with a weekend showdown against No. 15 McKendree and Concordia at Pauley Pavilion. Taking on both teams will give the Bruins an opportunity to dictate tempo and drive early on in their redemption season.
While UCLA enters the weekend with championship aspirations, the foundation for that pursuit was laid during an intense offseason.
“I’m just super proud of the guys and how hard they work, but we need to work harder,” said coach John Hawks. “That’s something that, going from last year to this year, we’ve already dialed up. Our fall was fantastic, so I’m just excited about where we’re going.”
The Bruins will take on the Bearcats – a program they have not faced since a UCLA win in 2019 – on Friday. McKendree finished its 2025 season with a 20-8 record in the Midwestern Intercollegiate Volleyball Association, bringing experience and physicality into Pauley Pavilion for the season opener.
On the other hand, Concordia enters as a more familiar opponent. The Bruins last faced the Golden Eagles in 2024, capturing two straight-set wins.
Both matches will offer UCLA the opportunity to sharpen its play and help the squad develop consistency and flow early on before its schedule intensifies.
With Pauley Pavilion set to host the 2026 national championships later this spring, UCLA’s ambitions extend far beyond its opening weekend. The Bruins aim to compete for the title on their own home court. This champion mentality, however, is not new to the program.
“The mindset has been the same all throughout,” said senior setter Andrew Rowan. “I came in, and we were looking for a championship, and every year, it doesn’t matter what’s going on if you have that common goal with the team of winning a championship. Being exposed to that as a freshman implanted that into my brain for the rest of my career.”
That standard now meets a season filled with pressure and opportunity. With a national match slated for a UCLA home game, early performances like this weekend’s will carry an added weight as the squad looks to position itself to return to the sport’s biggest stage.
Looking ahead to the season, the Bruins’ offseason exposure to international play has helped display a clear benchmark.
Sophomore outside hitter Sean Kelly, sophomore setter Trent Taliaferro and freshmen outside hitters Grayson Bradford and Marek Turner participated in the men’s U21 World Championship in China this summer. The United States squad was led by Hawks and finished third overall in the championship.
“We all worked really hard this summer,” Kelly said. “It’s really going to help us in the long run. The more we learn, the better we all get. And I think the outcome could be different. We’re hungry for it.”
The offseason emphasis now shifts into competitive application. These early-season matches against McKendree and Concordia will reveal how effectively UCLA can translate offseason progress into in-game execution, particularly in extended rallies and out-of-system plays.
As players step into expanded responsibilities, UCLA will look to establish lineup stability and dependable options across all six rotations. But beyond individual growth, the offseason exposure to higher-level competition reinforced the program’s belief in its ceiling.
“We can compete with anybody in the world,” Hawks said. “I know that we compete with these guys internationally and nationally this year.”
UCLA will begin testing that belief this weekend against McKendree on Friday at 7 p.m.
Sports
Cardinal Drops Season Opener – Stanford Cardinal
STANFORD, Calif. – In its season opener, No. 9 Stanford fell in straight sets to No. 12 Lewis, 30-28, 25-21, 25-22, Saturday, in Burnham Pavilion.
Stanford (0-1) hit .231 as a team, while Lewis (2-0) posted a .355 clip. The Flyers registered 11.0 blocks to just 2.5 by the Cardinal. Both teams tallied three service aces.
Senior opposite Moses Wagner led the team with 12 kills, six digs, an ace and a block. Outside hitter Alex Rottman, who redshirted last season, added seven kills on .417 hitting.
Senior Theoren Brouillette started the match at setter, totaling 21 assists and a team-best seven digs in two sets played. Sophomore Ryan Gant set in the third, finishing with 12 assists and two digs.
In total, 15 of 19 Cardinal players appeared in the match, including true freshmen Luke Morrison and Erik Ask. Morrison came off the bench as a serving sub in all three sets, while Ask started the third at outside hitter and totaled three kills and a dig.
Senior Theo Snoey notched five kills, four digs, two assists and two aces, while junior Nate Clinton chipped in with three kills, five digs and a block. Both Snoey and Clinton stated at outside hitter.
Junior Gray Mandelbaum and sophomore Kaumana Carreira were the starting middle blockers for the Cardinal. Mandelbaum registered four kills on six swings with just one miscue. Carreira finished with a kill, a dig and two blocks.
Sophomore Kai Schmitt started at libero, collecting two digs in two sets. Sophomore Evan Porter replaced Schmitt in the third and had six digs.
Up next, Stanford travels to Phoenix for the First Point Collegiate Challenge, Jan. 17-18. The Cardinal will face No. 7 Loyola Chicago and No. 16 Ball State at the Phoenix Convention Center.
Sports
O’Sullivan Sets School Record at Penn Select
O’Sullivan owned the previous record which he set in 2025 at the Armory. His new school record cleared the bar at 18′ 2.5 (5.5m) and was an Ott Center record as well.
“Great start to the year,” said Bobby Farrell, director of track & field and cross country. “We were able to come out of the gate strong and get some NCAA top ranked performances. The field events were outstanding today. We’re looking forward to next week when we open up the majority of the track events.”
A dominant showing in the field events helped spark one of the program’s best season-opening performances. The Scarlet Knights posted six first-place finishes and a number of marks near the top of the NCAA rankings.
Rutgers took the top spot in the triple, long and high jump events. Malachi Yehudah was first in the high jump, clearing 2.11m (6′ 11″), while Sincere Robinson won the long jump. The Big Ten Champion and NCAA qualifier posted a mark of 7.77m (25′ 6″) in his first action in nearly a year after returning from injury. Donavan Anderson finished first in the triple jump with a leap of 15.89m (52′ 1.75″).
The Scarlet Knights also took second place in three field events on the men’s side. Anthony Conrey finished runner up to Robinson in the long jump with a leap of 7.03m (23′ 0.75″), while Daniel Arana followed Anderson in the triple jump with a distance of 15.33m (50′ 3.50″). Brian O’Sullivan was second in the pole vault, clearing a height of 5.45m (17′ 10.5″).
Andrew Krall finished first in the weight throw, earning a mark of 19.43m (63′ 9″) and Celine-Jada Brown turned in the first-place effort on the women’s side. Also coming back from a yearlong hiatus, Brown returned to her Big Ten Champion and NCAA qualifier form as she took first in the long jump with a distance of 6.45m (21′ 2″). The distance from Brown set the Ott Center record for the event.
Also supporting the effort on the women’s side was Jenovia Logan, who took second in the high jump with a height of 1.78m (5′ 10″), followed by Alanna Woolfolk in third, clearing 1.72m (5′ 7.75″). Tey’ana Ames finished second in the shot put with a throw of 15.45m (50′ 8.25″), while Llyric Driscoll and Ayotunde Folawewo went 3-4 in the triple jump. Driscoll jumped 12.34m (40′ 6″), followed by Folawewo with a distance of 12.33m (40′ 5.50″).
Anna Barber finished third in the weight throw, recording a distance of 16.70m (54′ 9.5″).
Rutgers will make a return trip to the Ott Center next week for the Quaker Invitational on Saturday, Jan. 17.
Penn Select
Men’s Results
Pole Vault
1. Kevin O’Sullivan 5.55m (18′ 2.5″) – SCHOOL RECORD
2. Brian O’Sullivan 5.45m (17′ 10.5″)
High Jump
1. Malachi Yehudah 2.11m (6′ 11″)
Long Jump
1. Sincere Robinson 7.77m (25′ 6″)
2. Anthony Conrey 7.03m (23′ 0.75″)
Triple Jump
1. Donavan Anderson 15.89m (52′ 1.75″)
2. Daniel Arana 15.33m (50′ 3.50″)
Weight Throw
1. Andrew Krall 19.43m (63′ 9″)
400M
2. Gabriel Rodriguez 48.83
Women’s Results
High Jump
2. Jenovia Logan 1.78m (5′ 10″)
3. Alanna Woolfolk 1.72m (5′ 7.75″)
Long Jump
1. Celine-Jada Brown 6.45m (21′ 2″)
Shot Put
2. Tey’ana Ames 15.45m (50′ 8.25″)
Triple Jump
3. Llyric Driscoll 12.34m (40′ 6″)
4. Ayotunde Folawewo 12.33m (40′ 5.50″)
Weight Throw
3. Anna Barber 16.70m (54′ 9.5″)
Sports
Isaiah Cadengo Posts Pair of Top 10 Marks as Vikings Close Season-Opening Silver & Blue Invitational
RENO, Nev. — Isaiah Cadengo sat and watched as two of his teammates set top 10 marks on the first day of the Silver & Blue Invitational Friday. Saturday, Cadengo ran like a man eager to put his own name in the record books as the freshman sprinter posted a pair of top 10 marks to lead the Vikings on the second day of the meet at Reno Sparks Convention Center.
Cadengo opened the day in the men’s 400 meters where he placed second overall in 48.56 seconds. The time set a freshman record and moved him up to No. 2 overall in the indoor 400 meters at Portland State, all in his first-ever race as a Viking. Freshman Zach Payne followed at fourth in 49.80 seconds, moving him up to fifth in the freshman top 10.
Cadengo wasn’t done, however. He returned to the track for the 200 meters later in the day, and finished fifth in the event in 21.91 seconds. The time moved him up to second in the freshman rankings and fourth overall at Portland State.
Fellow freshman Jack Macdonald – one of the two stars for the Vikings Friday alongside Emma Stolte – nearly bettered Cadengo in the 200. Running in a later heat, Macdonald finished in 21.95 seconds, putting him third in the freshman rankings and fifth overall. Macdonald may have been able to push for a faster time but won his heat by more than half a second.
It was the second top 10 mark of the weekend for Macdonald. He got his first with a time of 6.93 seconds in the 60 meters Friday, moving him up to second in the freshman rankings and sixth overall.
Payne, meanwhile, followed his classmates with a time of 22.38 seconds in the 200 meters, earning him a second freshman top 10 of the day. Payne now ranks sixth in the 200 in the freshman record book.
Stolte, like Macdonald, followed a top 10 mark Friday with another Saturday. Fifth all-time in the mile after Friday, Stolte moved up to second all-time in the 800 meters with her finish in 2:11.99.
Stolte came within 0.34 seconds of the school record that Katie Camarena set at 2:11.65 in 2022. Camarena set seven school records that season, none of which have fallen since. Stolte came as close as anyone has to bettering one of Camarena’s records Saturday, however.
The Vikings also got a pair of event wins out of their field athletes Saturday. One didn’t come with much suspense as Edward Niyongere was the only athlete in the men’s triple jump after another athlete scratched. Even still, Niyongere jumped 46-07.50 (14.21m) on his second attempt, a mark that would have put him in the top 10 if he wasn’t already ranked sixth all-time.
Freshman Natalie Fisher, meanwhile, had a more dramatic win in the women’s shot put. She passed Nevada’s Johanna Haas on her final attempt with a personal-best throw of 40-00.00 (12.19m). Fisher, who improved on all six attempts during the competition, added close to 15 inches to her overall best in the shot put with the winning mark.
The winning throw also moved Fisher up to third in the freshman rankings in the shot put. She entered the freshman top 10 in the weight throw Friday, moving up to eighth with a throw of 38-04.00 (11.68m).
A number of other Vikings competing Saturday showed improvement over their season openers a year ago. That group included all four Vikings competing in the women’s 200 meters. Tori Forst and Sienna Rosario led that group at third and fourth overall, respectively, while finishing in 25.36 and 25.66 seconds. Forst’s time was better than her first two 200-meter times last season. Rosario’s, meanwhile, was close to two seconds faster than their season opener a year ago.
Savannah Beasley placed 14th in the women’s 200 meters in 26.76 seconds, setting a personal best by 1.7 seconds. Ashley Peterson placed 16th in 26.90 seconds, eleven-hundredths of a second faster than her season opener in 2025.
Dillon Brost did the same thing on the men’s side of the 200 meters. The sophomore placed 17th overall in 22.98 seconds, not a personal best but two and a half seconds better than his season opener as a freshman.
Aidan Sweeney set an overall personal best with his 200-meter finish in 23.71 seconds.
Freshman Farhan Ibrahim shaved close to eight seconds off his indoor best in the 3k while finishing second in the event in 8:56.79. Luke Gillingham followed at fourth in 9:03.13, shaving 13 seconds off his best in the 3k.
The Vikings will be back in action next week when they head to Seattle, Wash., for the UW Preview next Friday and Saturday.
Silver & Blue Invitational
Reno Sparks Convention Center
Reno, Nev.
Jan. 9-10, 2026
Women’s Results:
60m (Prelims): 3. Tori Forst, 7.74; 7. Sienna Rosario, 7.94; 11. Aida Wheat, 8.14. 60m (Final): 2. Tori Forst, 7.67; 7. Sienna Rosario, 7.92. 200m: 3. Tori Forst, 25.36; 4. Sienna Rosario, 25.66; 14. Savannah Beasley, 26.76; 16. Ashley Peterson, 26.90. 400m: 4. Ashley Peterson, 1:00.85. 600m: 6. Hannah Butterfield, DQ. 800m: 2. Emma Stolte, 2:11.99. 1,000m: 1. Hannah Butterfield, 3:07.26. Mile: 1. Emma Stolte, 4:54.25; 9. Sam Sharp, 5:33.24; 11. Libby Fox, 5:45.67. 3,000m: 7. Sam Sharp, 10:59.76; 10. Libby Fox, 11:26.42. 60H (Prelims): 15. Savannah Beasley, 9.66. Shot Put: 1. Natalie Fisher, 40-00.00 (12.19m). Weight Throw: 3. Natalie Fisher, 38-04.00 (11.68m).
Men’s Results:
60m (Prelims): 4. Jack Macdonald, 6.99; 16. Dillon Brost, 7.25. 60m (Final): 4. Jack Macdonald, 6.93. 200m: 5. Isaiah Cadengo, 21.91; 7. Jack Macdonald, 21.95; 9. Zach Payne, 22.38; 17. Dillon Brost, 22.98; 21. Aidan Sweeney, 23.71; Preston Jones, DNF. 400m: 2. Isaiah Cadengo, 48.56; 4. Zach Payne, 49.80; 5. Preston Jones, 51.36. 1,000m: 1. Amir Ahmed, 2:41.49. Mile: 5. Luke Gillingham, 4:29.48; 6. Farhan Ibrahim, 4:31.46. 3,000m: 2. Farhan Ibrahim, 8:56.79; 4. Luke Gillingham, 9:03.13. 60H (Prelims): 4. Aidan Sweeney, 8.66; 5. Deghlan Johnson, 8.68. 60H (Final): 4. Deghlan Johnson, 8.60; 5. Aidan Sweeney, 8.68. Triple Jump: 1. Edward Niyongere, 46-07.50 (14.21m). Weight Throw: 1. Daniel Coppedge, 50-10.75 (15.51m); 3. Carter Green, 36-05.75 (11.12m).
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