{"id":22615,"date":"2025-09-02T18:37:51","date_gmt":"2025-09-02T18:37:51","guid":{"rendered":"https:\/\/mysourcefunding.com\/?p=22615"},"modified":"2025-09-02T18:37:54","modified_gmt":"2025-09-02T18:37:54","slug":"how-honda-became-one-of-the-first-naming-rights-partners-of-the-olympics","status":"publish","type":"post","link":"https:\/\/mysourcefunding.com\/?p=22615","title":{"rendered":"How Honda became one of the first naming-rights partners of the Olympics"},"content":{"rendered":"<p><\/p>\n<div>\n<p class=\"dist__StyledText-sc-1ef9199a-8 zNSXu\">Ed Beadle admits that the marketing team at American Honda Motor Co. Inc. is competitive.<\/p>\n<p class=\"dist__StyledText-sc-1ef9199a-8 zNSXu\">So when the VP of digital services and marketing and his team found out that the organizers of the LA28 Olympics and Paralympics were making venue naming rights available for the first time in Olympic history, they were motivated to make sure that the Honda Center in Anaheim, California, retained its name for the Games.<\/p>\n<p class=\"dist__StyledText-sc-1ef9199a-8 zNSXu\">\u201cThe idea of somebody else owning it and then having to cover up our signage, that was one of those things,\u201d Beadle told Marketing Brew. \u201cWe were like, \u2018Ah, I don\u2019t like that.\u2019\u201d<\/p>\n<p class=\"dist__StyledText-sc-1ef9199a-8 zNSXu\">Honda eventually locked in the naming rights, and earlier this month, Honda Center was announced as one of the first named venues for the event. While the naming rights aren\u2019t the entire reason Honda became a sponsor of LA28 (its official sponsorship was announced prior to the Honda Center news), they were a significant part of the conversation, Beadle said.<\/p>\n<p class=\"dist__StyledText-sc-1ef9199a-8 zNSXu\">\u201cI wouldn\u2019t call it the cake, but it\u2019s icing,\u201d he said. \u201cThe fact they let us do it\u2014it\u2019s incredible.\u201d<\/p>\n<p class=\"dist__StyledText-sc-1ef9199a-8 zNSXu\">We spoke to Beadle about Honda\u2019s broader approach to the Games, from its plans for the Milano Cortina Winter Olympics next year through a Team USA partnership to the brand\u2019s intentions to show up in LA during the 2028 Games beyond the Honda Center.<\/p>\n<h2 class=\"dist__StyledText-sc-1ef9199a-8 dNbKdQ\">Do the math<\/h2>\n<p class=\"dist__StyledText-sc-1ef9199a-8 zNSXu\">Even though Beadle said in a LinkedIn post that he originally thought an Olympic sponsorship was \u201csomething of a long shot,\u201d he told us that he felt it was his job to consider it seriously, anyway.<\/p>\n<p class=\"dist__StyledText-sc-1ef9199a-8 zNSXu\">\u201cI\u2019m always thinking about the math, and when it comes to the expense of something of this scale, it\u2019s big,\u201d he said. \u201cIt\u2019s not like I&#8217;m pitching a new ad campaign.\u201d<\/p>\n<p class=\"dist__StyledText-sc-1ef9199a-8 zNSXu\">As conversations progressed, it became increasingly clear that the sponsorship opportunity could make sense. Honda\u2019s US operations were originally established in LA, and its headquarters are still in Southern California, making the location alone significant for the brand. The company\u2019s slogan is also \u201cThe Power of Dreams,\u201d and \u201cthere\u2019s no better sport[ing event], period, that showcases individuals\u2019 dreams\u201d than the Olympics, he said.<\/p>\n<p class=\"dist__StyledText-sc-1ef9199a-8 zNSXu\">Like Beadle, Honda\u2019s CFO wanted \u201cto see the math\u201d before signing off on such a big deal, but Beadle said it wasn\u2019t a hard sell.<\/p>\n<p class=\"dist__StyledText-sc-1ef9199a-8 zNSXu\">\u201cThe Olympics is such an amazing heartstring puller,\u201d he said. \u201cSometimes in marketing, you really have to explain, especially in this day and age, \u2018What is this property? What does it do?\u2019 But with the Olympics, everyone got it immediately.\u201d<\/p>\n<div class=\"style__InlineSubscribeWrapper-sc-9b30af34-1 xBGLJ inline-subscribe\">\n<div id=\"inline-subscribe\" class=\"style__RoundedContainer-sc-bac6188c-0 jnRTsW\">\n<h5 class=\"inline-subscribe\">Get marketing news you&#8217;ll actually want to read<\/h5>\n<p class=\"inline-subscribe\">Marketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our weekday newsletter, virtual events, marketing conferences, and digital guides.<\/p>\n<\/div>\n<\/div>\n<p class=\"dist__StyledText-sc-1ef9199a-8 zNSXu\">As a founding partner of the LA28 Olympic and Paralympic Games and the official automotive partner of Team USA, Honda will provide a fleet of accessible vehicles and other mobility products to the Games, and it will integrate into NBCUniversal\u2019s coverage. Many of the other specifics of the activation are still in the works, according to Beadle, but the KPIs are already becoming clear.<\/p>\n<p class=\"dist__StyledText-sc-1ef9199a-8 zNSXu\">Through the Olympics, Beadle said his team is looking to build on existing brand trust by \u201cincreasing the emotional appeal of Honda,\u201d measuring emotional connections to the brand now, and then again after the LA Games. Individual Honda-owned brands like Acura have their own \u201csub-goals,\u201d he said. His team is also already measuring stats like impressions and sentiment tied to the sponsorship.<\/p>\n<h2 class=\"dist__StyledText-sc-1ef9199a-8 dNbKdQ\">Gone sledding<\/h2>\n<p class=\"dist__StyledText-sc-1ef9199a-8 zNSXu\">American Honda is getting into the Olympic spirit well ahead of LA28, serving as the official premier technology and automotive partner of the USA Bobsled\/Skeleton team for Milano Cortina and beyond.<\/p>\n<p class=\"dist__StyledText-sc-1ef9199a-8 zNSXu\">Honda engineers are already working with the team on \u201cengineering data, analysis, and [equipment] design,\u201d and as part of the deal, the Acura logo will appear \u201con their sleds in both national and international competitions,\u201d according to the company. Certain gear like enhanced helmets will be ready for use in time for the 2026 Games, but a fully redesigned vehicle likely won\u2019t be ready until 2030, Beadle said. The rest of Honda\u2019s marketing for Milano Cortina is focused on media buys rather than on-the-ground activations, he told us.<\/p>\n<p class=\"dist__StyledText-sc-1ef9199a-8 zNSXu\">Come 2028, though, Honda brands will be involved in other Olympic sports, including volleyball. Honda Center will house Olympic volleyball, which Beadle chalked up to \u201cluck of the draw,\u201d since the sport is played for the full two-week duration of the Games and has been gaining popularity among US audiences.<\/p>\n<p class=\"dist__StyledText-sc-1ef9199a-8 zNSXu\">In addition to IRL marketing around LA28, Beadle said he\u2019s \u201cstaffing up\u201d on the social side to prepare to react quickly to viral moments that happen around the Olympics. Now more than ever, the Games have a reputation for creating somewhat unexpected stars (like Team USA athletes Ilona Maher and Stephen Nedoroscik, both of whom found Paris Olympic fame on social), and Beadle is hoping for the opportunity to form partnerships that feel natural if certain Olympic athletes who align with the Honda brand find themselves in the spotlight.<\/p>\n<p class=\"dist__StyledText-sc-1ef9199a-8 zNSXu\">\u201cOur key filter is authenticity, and not being reactionary,\u201d he said, later adding that \u201cit is gold\u201d when celebrities like athletes are already fans of the brand.<\/p>\n<\/div>\n<p>Read the full article <a href=\"https:\/\/www.marketingbrew.com\/stories\/2025\/09\/02\/honda-naming-rights-olympics-la28?utm_source=&#038;utm_medium=syndication&#038;utm_campaign=feed\" target=\"_blank\" rel=\"noopener\" rel=\"nofollow\">here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Ed Beadle admits that the marketing team at American Honda Motor Co. Inc. is competitive. So when the VP of digital services and marketing and his team found out that the organizers of the LA28 Olympics and Paralympics were making venue naming rights available for the first time in Olympic history, they were motivated to [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":22616,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-22615","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How Honda became one of the first naming-rights partners of the Olympics | Brandiary<\/title>\n<meta name=\"description\" content=\"Ed Beadle admits that the marketing team at American Honda Motor Co. 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