Honda Takes on the Olympics!
This page is translated from the original post "Honda s’offre les Jeux Olympiques !" in French.

Honda has announced its major partnership with the Olympic and Paralympic Games in Los Angeles in 2028.
The Japanese manufacturer will provide a complete fleet of vehicles, including cars, motorcycles, quads, and other utility vehicles, for athletes, officials, and other stakeholders during the event. Honda will also participate in the 2026 Winter Olympics in Italy as a partner.
This announcement comes at a time of transition between major Japanese companies: Toyota, which held a similar role for the Paris 2024 Games, seems to be distancing itself from the International Olympic Committee (IOC). Indeed, according to reports from Japanese media, Toyota has long informed the IOC of its intention not to extend its top-tier sponsorship contract after the Paris Olympics. Signed in 2015, this agreement was estimated at over 700 million Euros.
The rift was deep between the IOC and Toyota, which had a difficult experience with the Tokyo Games. In the face of strong opposition from the public, concerned about health risks related to the COVID-19 pandemic, the manufacturer decided not to air television advertisements during the event. The group’s president, Akio Toyoda, even chose not to attend the opening ceremony, thereby expressing a certain distance towards the controversial holding of the Games, even a form of dissent. However, Toyota gracefully honored its commitments until the end of its contract.
With this new partnership, Honda continues Japan’s commitment to the Olympic movement while strategically positioning itself globally. The company aims to take advantage of the international showcase that the Games represent to enhance its brand image and promote its mobility technologies in a key market like the United States.
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