Submitted by Anne Landman on
After 121 years as an independent event, the iconic New Year's Day Rose Parade has sold its naming rights to the American Honda Motor Company, the U.S.-based headquarters of the Japanese car manufacturer. The name of the 2012 event will be "The 122nd Rose Parade, Presented by Honda." Honda will get the lead float in the parade, and full usage rights for the Tournament of Roses. The name "Honda" has been incorporated into the parade's trademark rose logo. The naming rights were sold to Honda for an undisclosed sum. The public can expect some changes in the event's marketing to more prominently tout Honda's sponsorship, but other than that, parade organizers pledge little will change. Sheri Wish, Chief revenue officer for the Pasadena Tournament of Roses, denies that the deal indicates the parade is having financial difficulties. "We are not NASCAR," she says, hinting about that event's race cars plastered with corporate logos. "We are not here to commercially profit from this brand." A Tournament of Roses press release announcing the change calls Honda the "Presenting Sponsor," hinting that other sponsorships may be for sale as well. The deal with Honda will last for three years, after which the naming rights for the parade will presumably be up for sale once again to the highest corporate bidder.
JamesEduard replied on Permalink
Honda buys the Rose Parade
Rose Parade has been the most glamorous parade of all. Many have joined it and every city state in the US joins and enjoy this festivity. I always watch this as different floats parade with their individual themes. Congratulations to Honda. Hoping this will be the mark of a more festive event.
Jessie R replied on Permalink
Congrats Honda! Rose Parade
Congrats Honda! Rose Parade is one of the awesome parade ever. so fun to watch looking forward for the upcoming events
Pete Pasterz replied on Permalink
Rose Bowl Sponsorships
Your item on Honda "buying" the Rose Bowl is misleading and NOT NEW News....it has had a "presenting sponsor" since 1999 when it was The Rose Bowl, presented by AT&T.
Wikipedia says: "For many years the Rose Bowl eschewed sponsorship, but for the 1999 Rose Bowl, the game became known as The Rose Bowl Game presented by AT&T. Unlike the other bowl games, the sponsor was not added to the title of the game, but instead as a presenter. In 2002 it was branded The Rose Bowl Game presented by PlayStation 2. Since 2003, when the agreement with Sony expired, the game has been presented by Citi"