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.