Olympics get Honda as auto sponsor for 2028 Summer Games in Los Angeles
LOS ANGELES (AP) — The organizing committee for the 2028 Olympics in Los Angeles signed Honda as a 'founding partner' Monday, giving the upcoming Summer Games their sixth new sponsor this year and their first tier-one sponsor since 2021.
Terms of the deal were not disclosed. Price tags for this level of sponsorship have been reported to start at around $200 million. The deal fills a hole for LA28 in the automotive category, which is considered one of the most important in the Olympic world.
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Toyota had been the Olympics auto sponsor before declining to renew its deal after 2024. Delta and Comcast are the other top-level sponsors for LA28.
John Slusher, the CEO of U.S. Olympic and Paralympic Properties, told Sports Business Journal that the new deal brings the operation to more than $1.5 billion in sponsorship sales, with a goal of $2.5 billion.
Part of this deal calls for Honda to work with the organizing committee on a vehicle fleet to help move athletes and officials around Southern California during the games.
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AP sports: https://apnews.com/sports
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