Automotive heavyweight Honda has become a founding partner of the 2028 Olympic and Paralympic Games in Los Angeles, US.
The Japanese brand has, in addition, signed on as the automotive partner of the Team USA organization in a tie-up that covers the 2026 Winter Olympics and Paralympics (to be held in Milan-Cortina in Northern Italy) as well as the 2028 events.
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Honda, through a deal unveiled yesterday (June 2), will work alongside the LA28 organizers on an accessible vehicle fleet during those games, including "a wide range of mobility products," to help athletes, officials, and other event personnel to move around the various Olympic and Paralympic venues in Southern California.
Specifically, there are plans for Honda and Acura (the luxury and performance division of Honda) products to be the "official pace vehicles" for all endurance events at LA28.
In addition, there will be multi-platform collaboration with NBCUniversal, the US media giant that is the country's primary Olympic broadcaster.
These deals have been struck with Honda's US headquarters currently placed in Torrance, California – within the Los Angeles metropolitan area.
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By GlobalDataRegarding the commercial partner portfolio for the 2028 Olympics and Paralympics, late last week, a deal was announced between LA28 and cloud data firm Snowflake.
Snowflake, which has also partnered with the US Olympic and Paralympic Committee (USOPC) through the deal, will serve as LA28 and Team USA’s official data collaboration provider, applying its AI data cloud solutions across the games to enable greater digital collaboration.
Recently, mattress brand Saatva also partnered with LA28 and the USOPC to serve as an official supplier of the games.
In terms of Honda's recent Olympics and Paralympics-based activities, the brand sponsored three Paralympians who competed at the Paris 2024 games last year, including US athlete Susannah Scaroni.
Elsewhere in North American sport, meanwhile, the brand also has a sponsorship agreement in place with ice hockey's top-tier NHL, renewed earlier this year.
