Honda commits to driving LA28 Olympic athletes and officials around Southern California
Honda has signed on as a Founding Partner of the LA28 Olympic and Paralympic Games, putting it in the highest level of domestic sponsors helping fund and support the Los Angeles-based event.
The automaker will be responsible for providing a fleet of cars to transport athletes, officials, and staff across Southern California during both the LA28 Games and the 2026 Winter Games in Milan and Cortina d’Ampezzo.
While neither Honda nor LA28 disclosed how much the sponsorship cost, Founding Partner status in the U.S. is typically reserved for companies committing tens of millions of dollars. For comparison, Toyota paid over $1 billion to join the International Olympic Committee’s global sponsor program in 2015, though it opted out after the Paris 2024 Games. Honda is not part of that international group, but its agreement gives it exclusive rights in the U.S. as the official automotive partner of Team USA and LA28.
As part of the deal, Honda will supply a variety of mobility products for use during the Games
That includes traditional passenger vehicles. Likely, its upcoming EVs, like the Honda 0 Series and new Acura models, will boldly appear. Motorcycles, ATVs, electric scooters, and even marine engines could also play roles. Honda vehicles will also act as pace cars in endurance events.
For Honda, this is a home-field advantage play
The company’s first U.S. office opened in Los Angeles in 1959, and it still employs thousands in Southern California.
The company also announced a $1 million, multi-year commitment to community organizations aligned with the Olympic and Paralympic movement’s values, though that’s separate from the sponsorship itself.
This move slots Honda into a growing list of domestic LA28 sponsors across various industries, including Delta Air Lines (official airline), Comcast NBCUniversal (media), Deloitte (consulting), and Nike (apparel). Of course, these partnerships form a (very) critical part of the privately funded LA28 organizing committee’s revenue strategy, which also includes licensing, ticketing, and support from the International Olympic Committee.
