On June 3, 2025, the Los Angeles 2028 Olympic Organizing Committee announced that Honda will serve as the official automotive sponsor for the upcoming Summer Games. This landmark agreement marks the first tier-one sponsorship in the automotive category since 2021 and represents a significant milestone in the buildup to the LA28 Olympics.
The partnership aims to provide a state-of-the-art vehicle fleet that will transport athletes, officials, and staff across various Olympic venues throughout Southern California. Honda’s role as a “founding partner” not only reinforces its commitment to innovation and sustainability but also secures a prominent place for the brand on the global sports stage.
Filling a Critical Sponsorship Gap
Following the departure of Toyota after the Paris 2024 Olympics, LA28 had been seeking a new automotive sponsor to fill the void. Honda’s entry brings renewed energy and strategic support to the organizing committee’s goals. The automotive partnership ensures a seamless logistics plan that centers around modern mobility, environmental consciousness, and reliability.
While the exact financial terms of the deal have not been disclosed, industry experts estimate that tier-one Olympic sponsorships typically range around $200 million. Honda now joins the ranks of Delta Air Lines and Comcast, which had already been announced as top-tier sponsors for LA28. This further boosts the organizing committee’s efforts to reach its overall fundraising target of $2.5 billion, of which $1.5 billion has already been secured.
Honda’s Vision for the Games
Honda plans to provide a comprehensive lineup of electric and hybrid vehicles for the event, in alignment with California’s ambitious climate goals and LA28’s sustainability commitments. From shuttle services for athletes to mobility solutions for spectators and staff, the automaker will play an integral role in daily operations during the Games.
This partnership is expected to extend beyond just vehicle provision. Honda will also be involved in marketing activations, fan experiences, and possibly infrastructure development, such as charging stations or temporary service centers near Olympic venues.
According to executives involved in the negotiations, Honda’s brand alignment with cutting-edge technology, clean energy solutions, and global mobility makes it an ideal partner for an event that aspires to showcase the best of innovation and athletic excellence.
Leadership Reactions
Casey Wasserman, Chairman of the LA28 Organizing Committee, expressed enthusiasm for the collaboration. “We are thrilled to partner with Honda, a company that shares our commitment to innovation and sustainability. Their support will be instrumental in delivering a successful and efficient Games.”
Other senior officials echoed the sentiment, noting that the inclusion of Honda represents a significant step toward finalizing the logistics and transportation plans for the Games. The agreement also demonstrates the growing appeal of the Olympic movement to corporate sponsors seeking to align with global values of excellence, unity, and environmental responsibility.
A Legacy Beyond 2028
Honda’s involvement in LA28 is expected to create a lasting legacy that extends beyond the closing ceremony. By integrating advanced automotive technologies and promoting green mobility, the company hopes to influence urban planning and transportation policies in Los Angeles long after the Games conclude.
Community engagement will also be a key component of Honda’s Olympic strategy. The company has hinted at plans to launch educational initiatives, public displays, and test drive experiences that will allow Angelenos to interact directly with its innovations. These programs aim to inspire future engineers and sustainability advocates among the younger generation.
Boosting Brand Visibility
For Honda, the global exposure associated with the Olympics offers an unmatched marketing opportunity. With millions of viewers expected to tune in worldwide, the brand will gain visibility across television, digital platforms, in-venue signage, and community events. The partnership solidifies Honda’s positioning as a forward-thinking mobility provider and strengthens its reputation in key markets across North America and beyond.
The company also hopes to use the Games as a platform to debut new technologies, including advancements in autonomous driving, electric vehicle efficiency, and AI-based driver assistance systems. These innovations, featured in the Olympic vehicle fleet, will underscore Honda’s future-facing vision.