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The 2028 Olympics organising committee in Los Angeles signed Honda on Monday as a “founding partner” to give it the sixth new sponsor of the year and the first Tier-One sponsor since 2021.
The terms of the transaction have not been disclosed. Price tags for this level of sponsorship are reported to start at around $200 million.
The deal fills the hole in LA28 in the car category, considered one of the most important things in the Olympics world.
Toyota was an Olympic car sponsor before refusing to renew its deals after 2024. Delta and Comcast are other top-level sponsors for LA28.
John Slushire, CEO of U.S. Olympic and Paralympic Properties, told the Sports Business Journal that the New Deal has achieved its $2.5 billion target, raising the business to more than $1.5 billion in sponsorship revenues.
Part of the deal calls for Honda to work with the Organising Committee on Vehicle Fleets to help move athletes and officials to Southern California during games.
According to a press release from LA28, Honda will offer a wide range of mobility products for use throughout the game, including the upcoming Honda 0 series and Acura RSX.
They offer PowerSports products such as motorcycles, ATVs, side-by-side, Moto Compact E-Scoaters and Honda Marine Engines.
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