Honda becomes a “Founding Partner” and official automotive supplier for the 2028 Los Angeles Olympics and Paralympics, supporting Team USA.
The partnership helps LA28 surpass $1.5 billion in domestic sponsorships, contributing to a $7 billion budget without taxpayer reliance.
Honda’s vehicle fleet for the Games will include electric models and e-scooters, aligning with its “Power of Dreams” slogan.
The deal includes a media collaboration with NBCUniversal, ensuring Honda’s presence during the LA28 and Milano Cortina 2026 events.
Honda replaces Toyota as the top-tier automotive sponsor, highlighting its deep roots in Los Angeles and the U.S. market.
Honda is officially a “Founding Partner” and the automotive supplier for the 2028 Los Angeles Olympics and Paralympics, set to provide a diverse fleet of vehicles and also support Team USA for the LA28 and 2026 Milano Cortina Winter Games. The move underscores Honda’s deep U.S. roots, particularly in Los Angeles where its American journey began in 1959.
Electric dreams & e-scooters: Honda’s commitment extends beyond traditional cars, promising an “accessible vehicle fleet” that includes its upcoming Honda 0 Series and Acura RSX EVs. Attendees can also expect to see motorcycles, ATVs, and even the quirky Motocompacto e-scooters making appearances, with Honda and Acura vehicles pacing endurance events.
Olympic-sized funding: This partnership pushes LA28 past the $1.5 billion mark in its drive toward a $2.5 billion domestic sponsorship goal, according to Reuters. LA28 is managing an estimated $7 billion budget for the Games, with organizers determined to avoid relying on taxpayer money.
Driving the message: Aligning with its “Power of Dreams” slogan, American Honda President and CEO Kazuhiro Takizawa emphasized the Games’ embodiment of “perseverance, self-belief, the spirit of competition and the pursuit of excellence.” The deal also features a media collaboration with NBCUniversal, ensuring Honda’s presence during coverage of both the LA28 and Milano Cortina 2026 events.
The road to 2028: Honda’s multifaceted partnership with LA28 not only supplies essential mobility but also strategically embeds its brand into the Olympic narrative, aiming to showcase innovation and reinforce its long-standing connection to Southern California and the American market.
Reading Recap:
Beyond the five rings: LA28 has been busy on other fronts, recently naming Archer Aviation as its pioneering air-taxi provider and appointing Snowflake as its official data collaboration partner. This automotive partnership also sees Honda take over a role previously held by Toyota, which concluded its top-tier Olympic sponsorship after the Paris Games.
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