In a landmark move that blends Olympic prestige with hometown pride, Honda has officially signed on as a founding partner of the LA28 Olympic and Paralympic Games, while also securing automotive partnership rights for Team USA through the 2026 and 2028 editions of the Games.
This partnership positions Honda—whose U.S. headquarters are located in Torrance, CA—at the commercial and symbolic heart of the first Summer Olympics in Los Angeles in over four decades.
Driving Mobility and Inclusion
The collaboration will see Honda and its luxury division Acura provide a comprehensive, accessible vehicle fleet designed to serve athletes, officials, and organizers across the Games footprint. From shuttle services to specialized mobility support, the goal is to make transportation frictionless—especially for Paralympic athletes.
A highlight of the partnership: Honda and Acura models will serve as the official pace vehicles for endurance events, reinforcing Honda’s commitment to performance, sustainability, and innovation.
Media and Marketing Integration with NBCUniversal
In addition to on-ground logistics, the partnership includes a multi-platform marketing rollout with NBCUniversal, the official U.S. Olympic broadcaster. Expect to see cross-channel storytelling that aligns Honda’s technological prowess with the Olympic values of excellence and human potential.
A Broader Olympic Playbook
Honda’s involvement isn’t limited to LA28. The brand has also extended its automotive partnership to Team USA at the Milan-Cortina 2026 Winter Olympics, underlining a multi-Games strategic vision. The company has already been active in the Olympic space, having supported U.S. Paralympians such as Susannah Scaroni at Paris 2024.
This expanded Olympic engagement comes amid Honda’s wider North American sports portfolio, which includes a recently renewed deal with the NHL.
The Bigger Picture: Building the LA28 Commercial Ecosystem
Honda joins a growing list of high-profile LA28 partners—Snowflake (official AI data collaboration provider) and Saatva (official mattress supplier) among them—as the organizing committee builds a commercially powerful, digitally enabled Games platform.
Why Honda’s LA28 Move is a Strategic Masterclass
Honda’s investment in LA28 ticks several strategic boxes:
- Local Advantage: With HQ in Southern California, Honda gains organic narrative equity as a “homegrown” Olympic supporter.
- Mobility as a Message: Olympic-scale logistics allow Honda to showcase accessible mobility innovations—crucial in a mobility tech race dominated by EV-first competitors.
- Dual Activation: Partnering with both LA28 and Team USA maximizes activation scope, from global broadcasts to grassroots patriotism.
- Olympics as a Media Megaphone: With NBCU involved, this is more than a sponsorship—it’s a media blitz capable of repositioning the brand in a younger, more values-driven market.
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IMAGE: Honda
