As the global spotlight turns toward Los Angeles for the 2028 Summer Olympics, automotive giant Honda is set to play a major role both on and off the field. In a landmark sponsorship agreement announced this week, Honda has been named a founding partner of the LA28 Olympic and Paralympic Games, as well as the official automotive sponsor of Team USA. This partnership marks a major milestone for the private organizing committee behind LA28 and underscores Honda’s deep historical ties to Southern California.
Honda’s Strategic Role in the LA28 Olympics
The partnership goes beyond a traditional sponsorship. Honda will showcase its full portfolio of mobility solutions across Olympic venues, athlete villages, and fan engagement zones. Expect to see an expansive deployment of electric vehicles (EVs), motorcycles, all-terrain vehicles (ATVs), e-scooters, and other innovative transport solutions that will support the movement of athletes, officials, and guests throughout Southern California.
A significant emphasis of the partnership will be on sustainable and accessible transportation, with Honda collaborating with LA28 to create a vehicle fleet that maximizes the use of EVs. This aligns with the broader sustainability goals of the Games, which aim to reduce environmental impact while ensuring efficient mobility across the sprawling Los Angeles area.
A Deep-Rooted Relationship with Southern California
Honda’s connection to the Los Angeles area is longstanding. The company first established its U.S. headquarters in Los Angeles in 1959 and currently operates out of Torrance, California. This history makes Honda a fitting partner for LA28, combining a legacy of innovation with a strong regional presence.
“As a privately funded Games, our mandate is to generate the revenue we need to produce these Games,” said Casey Wasserman, chairman of LA28, in a statement to the Los Angeles Times. “The biggest line item of that is sponsorship revenue. To be able to announce another big partner with a really spectacular brand who has been invested in Southern California for a long time is both financially important and strategically significant.”
Supporting U.S. Olympic & Paralympic Athletes Through 2028
The Honda sponsorship extends beyond the 2028 Summer Games. The automaker will also support U.S. Olympic and Paralympic athletes during the 2026 Winter Games in Milan, Italy, demonstrating a long-term commitment to the Olympic movement and Team USA.
While the financial details of the Honda deal were not disclosed, the agreement positions Honda alongside other founding partners such as Delta Air Lines and Comcast. These companies are expected to be instrumental in reaching LA28’s goal of raising approximately $2.5 billion in corporate sponsorship revenue to help fund the Games’ $7 billion total budget.
Olympic Sponsorship Shake-Up: Honda Steps In As Toyota Steps Out
Honda’s entry into the Olympic sponsorship arena comes as Toyota, a longtime global sponsor through the International Olympic Committee’s TOP (The Olympic Partner) program, exits after the 2024 Paris Games. Toyota’s departure is part of a broader withdrawal by major Japanese companies from the TOP program, including Panasonic and Bridgestone. This has created ripple effects across the Olympic and Paralympic ecosystems, as the TOP program traditionally accounts for about 30% of the International Olympic Committee's revenue, second only to broadcast rights.
Honda’s move to partner directly with the national organizing committee for the 2028 Games underscores a shift in sponsorship dynamics, allowing brands to connect more directly with host cities and local audiences.
LA28's Broader Sponsorship Momentum
The announcement of Honda’s partnership comes amid a flurry of recent sponsorship deals that signal growing momentum for the LA28 organizing committee.
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Archer Aviation, an electric vertical takeoff and landing (eVTOL) company, is on board to provide air taxi services to mitigate Los Angeles' notorious traffic issues during the Games.
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Saatva, a premium mattress manufacturer, has signed on as the official mattress sponsor, supporting the comfort of athletes and visitors.
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Snowflake, a cloud-based data warehousing firm, will power athlete performance analytics and fan engagement systems, demonstrating the role of data in modern Olympic operations.
These partnerships, along with Honda’s contribution, put LA28 on track to meet its $2 billion sponsorship goal by the end of 2025, according to Wasserman.
Balancing the Budget: Funding a Privately Financed Olympics
With LA28 operating as a privately financed Olympic Games, the organizing committee must rely on a combination of revenue sources to balance its substantial budget. Key funding streams include:
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Corporate sponsorships (targeting $2.5 billion)
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International Olympic Committee contributions
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Ticket sales
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Merchandise revenue
Should the Games exceed their budget, a financial safety net has been established. The city of Los Angeles has agreed to cover the first $270 million in cost overruns, with the state of California pledging to cover an additional $270 million, ensuring fiscal security for the ambitious project.
Honda Drives the Olympic Spirit Forward
Honda’s appointment as a founding partner and official automotive sponsor of the LA28 Olympic and Paralympic Games represents more than just a marketing deal—it is a strategic alliance grounded in shared values of innovation, sustainability, and community engagement. As Los Angeles prepares to host the Summer Olympics for the first time since 1984, Honda’s presence will be unmistakable, shaping the way athletes and fans move, connect, and experience the Games.
By bringing together a legacy of engineering excellence with a forward-thinking commitment to clean mobility, Honda is helping LA28 drive toward a historic, impactful, and unforgettable Olympic celebration in 2028.
With inputs from agencies
Image Source: Multiple agencies
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