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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.
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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