Tag Archives: Olympics

Honda Becomes Founding Partner for 2028 LA Olympics

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Honda will serve as a Founding Partner and official automotive sponsor for the 2028 Summer Olympics and Paralympic Games in Los Angeles. The company will also sponsor Team USA at the 2026 Winter Olympics in Milano Cortina.

The partnership represents a change in Olympic automotive sponsorship, with Honda taking over from Toyota after the Paris 2024 Games ended. Honda is now joining Delta and Comcast as the first tier-one sponsor to sign with LA28 since 2021.

What Honda Will Provide

While Honda hasn’t disclosed the deal’s value, founding partner agreements typically cost more than $200 million. This sponsorship brings LA28’s total sponsorship revenue above $1.5 billion, moving closer to their $2.5 billion target.

Honda also plans to supply various vehicles and equipment for the Games, including electric and hybrid cars, motorcycles, ATVs, and marine engines.

The company will focus on sustainable and accessible transportation options to support LA28’s environmental and inclusion goals. Honda and Acura vehicles will also pace all endurance events during the Games.

Beyond Transportation

Honda has committed $1 million over four years to nonprofit organizations that align with Olympic and Paralympic values. The company already supports U.S. Paralympic athletes, including wheelchair racer Susannah Scaroni.

Honda will run marketing campaigns through NBCUniversal to maintain visibility across Olympic media and venues. The partnership also connects to Honda’s history in Los Angeles, where the company established its U.S. headquarters in 1959.

Rescheduled Olympics Now In Doubt

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One of the largest casualties of the coronavirus pandemic was the 2020 Summer Olympics, which had been scheduled to take place in Tokyo from July 24 to August 9. The competition has been rescheduled for this summer, but it is far from certain that it will go ahead as planned: According to Wall Street Journal, 80 percent of the Japanese public does not want the influx of foreign athletes and spectators at a time when Covid-19 cases have spiked in the country.

The athletes are ready, but is Japan?

Those concerns are exacerbated by the example set by the Australian Open tennis competition, currently underway in Melbourne. Competition organizers there have been criticized for allegedly putting profits ahead of public health by allowing foreign players into the country.

In addition, Yoshiro Mori, the head of Japan’s Olympic Committee, faced calls last weeks to resign after complaining that “talkative” women in sports organizations caused meetings tended to ‘drag on’.

Olympics 2012 at £2,012?

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You’ve got to be kidding. It can’t really be true that Olympic tickets will be sold for a staggering £2,012. Can it? Apparently so; and people are waiting for these tickets. It’s like they can’t get them quick enough. There are after all, 500 days left until the big event and sales have already begun. But no need to panic if you don’t have that kind of money; it really does depend which event you want tickets for. Even the frugal Olympic supporters can still get a ticket…the lower end ones begin at £20. And there’s no need to rush out since there are approximately 6.6 million tickets available over the next six weeks.

There are going to be no special favors on how tickets are allocated; all applicants will be treated the same with oversubscribed events being determined by a ballot. Chairman of London 2012 Lord Coe said, “”If you look at the way we have put the price points together I think we’ve done that in a really smart way. I think those prices are affordable.”

Ticket Advertising Campaign Could Fund Japan’s Recovery

It still seems somewhat over-the-top that the London ticket advertising campaign is going to be costing quite a few million pounds sterling. The campaign’s theme is “the greatest tickets on earth.” That maybe, but what about putting some of that money into helping the recent disaster of fellow Olympians, like the Japanese? Well, apparently this too may be happening. American Olympic Committee leaders have “reached out” to those in Japan, offering help following the earthquake. USCO CEO Scott Blackmun wrote to the leader of Japan’s Olympic organizing committee to offer help but has yet to receive a response.

Because of what’s been going on in the country, Tokyo has been forced to cancel the figure skating world championships scheduled for next Monday. America is an extending a helping hand by offering to move the venue there, but apparently the Japanese have not responded. In any event, ISU executives were set to go to Japan for a “relationship-building trip” next month but it just might be that the Japanese now have somewhat other larger matters with which to contend.

Locog Advertising

So maybe after all it shouldn’t be so shunned that Locog has been working so hard – with so many resources – on their campaign. To date, there have been 13 different adverts. Chris Townsend, the commercial director said “the launch of Olympic tickets is an important milestone for us, and a key part of our commercial program.” It seems like the public is getting very excited about this too which is the prime part of the advertising campaign. Seb Coe London 2012 Chairman said, “We want this to be the greatest show on earth,” so it makes sense that they are investing so much money into it.

And why not? With so many world disasters (like Japan) and personal tragedies, isn’t the Olympics just a great, fun, safe and positive way to try to escape it all for a while? It sure will make for feel-good sentiments around the London area already 500 days prior to its commencement and will invariably be good for the British economy which has to somehow impact the global economy and thus in its own indirect way, have an effect on the Japanese recovery.