The LA28 organising committee has announced Honda as a “founding partner,” marking a milestone by securing their sixth new sponsor for the upcoming 2028 Olympic Games.
This announcement signifies the event’s first tier-one sponsorship since 2021, highlighting the renewed momentum in attracting high-profile partnerships.
Commenting on the renewed partnership, CEO of U.S. Olympic and Paralympic Properties, John Slusher, shared insights with Sports Business Journal, indicating that this latest deal elevates total sponsorship sales to over USD$ 1.5 billion (AUD$ 2.3 billion), with an ambitious target set at $ 2.5 billion (AUD$ 3.8 billion).
While the specific terms of the agreement have not been disclosed, reports suggest that sponsorships at this level typically begin at approximately USD$ 200 million (AUD$ 30 million).
This partnership helps fill a important gap in the automotive sector for LA28, a category that holds importance in the Olympic landscape.
Previously, Toyota held the title of Olympic auto sponsor but opted not to extend its deal beyond 2024, leaving room for new partnerships in this competitive market.
Honda steps in alongside Delta and Comcast, both of which are top-tier sponsors associated with the Games.
As part of the arrangement, Honda is set to collaborate with the organising committee to establish a fleet of vehicles dedicated to transporting athletes and officials across Southern California during the event, ensuring a smooth and efficient experience for participants in the Games.
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