Intuit’s Olympic Sponsorship Reinforces Why Event Access Should Be a Strategic Asset

Introduction

Intuit has become a founding partner of the LA 2028 Olympic Games, and in a groundbreaking move, it will retain naming rights for the Intuit Dome during the Games. This makes the LA28 Games one of the first Olympics to allow corporate venue-naming, a major shift in Olympic commercialization.

For companies managing hospitality access (tickets, VIP suites, experiences), this deal shows just how powerful and unique event assets can be when aligned with big brand activations. And that’s where Concierge Live becomes a key enabler.

Key Takeaways from the Intuit–LA28 Deal

• First-Mover Naming Rights in Olympic History
  Intuit is part of a pilot program that allows some LA28 partners to keep their commercial venue names during the Games.

• Deep Local & Global Activation
  Intuit has roots in LA (23-year Clippers relationship), but this sponsorship gives it global Olympic relevance.

• Social & Community Impact Built In
  As part of the deal, Intuit will help local small businesses through a supplier program and provide free tax prep for select U.S. athletes.

• Innovation Through Naming Rights
  The Intuit Dome is among the first Olympic venues to keep its branded name, breaking from historic “clean venue” norms.

How Concierge Live Helps You Leverage Event Access Strategically

With a deal like Intuit’s, having access isn’t enough; you need a plan for how that access drives business value. Here’s how Concierge Live supports that:

• Strategic Allocation of Premium Access
  Distribute guest passes to employees, clients, or prospects in a way that aligns with your long-term business goals.

• Automated Guest Workflows
  Invitations, approvals, check-in, and follow-up, all automated so your hospitality program feels seamless.

• Transparent Usage Tracking
  Know exactly who attends, who redeems, and what business outcomes result from each interaction or pass.

• Governance & Compliance
  Maintain a full audit trail, so you stay aligned with internal policies and maximize the strategic use of hospitality assets.

• Programmatic Activation
  Use event access not just one time, but as part of a broader activation strategy (e.g., linking your name + business goals to high-profile, branded moments).

Conclusion

Intuit’s LA28 sponsorship deal isn’t just about brand exposure, it’s a bold statement on how event access can be leveraged for long-term impact.
If your organization holds premium event assets, the question isn’t just “Who do we invite?”, it’s “How do we turn those invitations into measurable value?” Concierge Live gives you the structure, visibility, and tools to do exactly that.