Honda drives LA28 momentum with landmark sponsorship deal

Honda has become the first brand in nearly four years to join the top sponsorship tier of the LA28 Olympic and Paralympic Games, marking a strategic milestone for organisers aiming to hit a US$2.5 billion sales target. As a founding partner, Honda not only secures elite sponsorship status but also steps in as Team USA’s official automotive sponsor through 2028. The deal reinforces LA28’s push to reinvigorate sales after a sluggish period and follows the exits of big players like Salesforce.

With Delta Airlines and Comcast already in the top tier, Honda’s addition is a signal to the market that momentum is building again. The company will showcase its electric fleet during the Games and gain prime exposure via a media partnership with NBCUniversal. The automotive slot opened after Toyota exited its IOC global deal—giving Honda a rare window to align with one of sport’s most powerful platforms.

Now past the US$1.5 billion mark in sponsorship sales, LA28 is gaining traction at a critical juncture. For brands eyeing a stake in the world’s biggest sporting stage, the window is narrowing.

Read the full article to explore what this means for long-term brand alignment