Honda Secures Founding Partner Status in $2.5 Billion Los Angeles 2028 Sponsorship Endeavor
Freakin' Awesome News, Man! Honda Steps Up for LA28 Olympics
Get ready to pump up the excitement, fellow sports enthusiasts! Honda has jumped on board as a founding partner for the 2028 Los Angeles Olympics (LA28), and it's sending ripples of renewed optimism throughout the organizing committee.
The Japanese auto colossus joins the ever-expanding roster of LA28 sponsorship heavyweights, like Delta and the media maverick, Comcast. Honda's entry into the fray fills a crucial void in the auto category, left vacant when Toyota decided not to renew its Olympic sponsorship past 2024.
Honda's booty call to the LA28 organizers and Team USA is more than just a one-off fling. This puppy is a full-fledged founding partnership—the highest tier multiyear deal for LA28 and the USOPC. Not even the ink is dry on the agreement, but it's already adding some much-needed steam to the movement toward LA28's domestic corporate sponsorship goal of a whopping $2.5 billion.
LA28's chairman, Casey Wasserman, told press hounds over the phone, "Now we're in this window where [sponsors] see the value and opportunity. It's enough lead time, but it's not so far out where they feel like they don't have use cases." And, boy, do we ever need this kind of action!
Getting Official with Honda
As the official automotive sponsor of Team USA, Honda will beef up the Games with a plethora of vehicles - everything from electric models to powersports products - to transport athletes and officials during the Games. To top it off, Honda's partnership includes a media collaboration with NBCUniversal, ensuring its partnership gets maximum exposure across coverage of both the Milano Cortina 2026 and the LA28 Games.
LA28's Buddy System
It's safe to say that LA28 has its buddies in high places. Wasserman revealed there are still a couple more major sponsorship announcements on the horizon. But, remember, those lesser-tier deals add up, too. Paris secured about 40% of its sponsorship revenue in the final 18 months, so there's still hope for LA28 hitting its $2 billion corporate revenue target by the end of the year. The main focus remains on securing the budgets and reaching LA28's ultimate corporate sponsorship goal of $2.5 billion.
Where We Stand Now
LA28 has come a long way since setting that daunting $2.5 billion sponsorship goal. Honda's partnership has already pushed the accumulated sponsorship sales past the $1.5 billion mark. With momentum building, it looks like 2028 is shaping up to be a year of frivolous fun and frolics for sports fans worldwide. So here's to Honda and its killer partnership with LA28 - may it bring up the heat in the world of sports sponsorships!
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LA28 Eyes $2B Year-End Sales Target after a Slow Sponsorship Start
As of June 2025, LA28 has reached significant progress toward its goal of $2.5 billion in sponsorship sales for the 2028 Olympics[2][3]. The Honda partnership marks the first tier-one sponsorship since 2021 and fills a crucial gap in the automotive category left vacant by Toyota’s decision not to extend its Olympic sponsorship beyond 2024[2][3]. These ambitious goals reflect LA28's ongoing efforts to secure corporate support to make the Games a monumental success[1].
Sports fans can rejoice as Honda, a key player in the automotive industry, has partnered with LA28 as an official automotive sponsor for Team USA, filling a significant gap in the automotive category. This partnership is one among a series of major sponsorship announcements expected for LA28, as they strive to secure the budgets and reach their ultimate corporate sponsorship goal of $2.5 billion.
