Honda partners with LA28 as Olympic sponsorship deals shift into gear

LOS ANGELES - Honda was named as the automotive partner of the 2028 Los Angeles Olympics and Team USA on Monday in the latest domestic sponsorship deal for the sporting extravaganza.

The Japanese automaker, which established its first U.S. operations in Los Angeles in June 1959, will provide a vehicle fleet for the LA Games and also serve as the partner for Team USA at the 2026 Winter Games in Milano Cortina.

LA28 chairman Casey Wasserman said Honda was a natural fit given the companys deep roots in the Los Angeles region.

They will show up to support athletes in their journeys to train for and compete in the Olympics, Wasserman said.

And they will use us as an opportunity to showcase the best of their vehicles and their technology.

With the deal, the LA Games has now eclipsed $1.5 billion in sponsorship revenue amid a flurry of dealmaking in the first half of the year.

Officials at LA28, the private, non-profit company organising the Games, told Reuters they were confident they will reach or exceed their overall target of $2.5 billion in sponsorship revenue by the time the Olympic flame reaches Southern California.

Our hope is that we would get between $1.8 billion and $2 billion this year and Im optimistic that well hit those numbers, said John Slusher, CEO of U.S. Olympic and Paralympic Properties.

Anything can happen, but sitting here today, I feel very optimistic that well reach or exceed our $2.5 billion sponsorship number by the time we hit the Games.

The Paris Games last year had domestic sponsorship revenues of over $1.2 billion while the Tokyo 2020 Games, hosted in 2021 due to the pandemic, broke all records for domestic sponsorship deals with more than $3 billion of revenues.

PARIS TAILWINDS

LA28 has announced half