Powering Dreams in the City that Welcomed Us with LA28

When our Honda team first visited the headquarters of the LA28 Olympic and Paralympic Games, we didn't quite know what to expect. The visit was part of our early exploration into what a potential partnership might look like and with the uncertainty in the market it felt like something of a long shot.

Inside, there was a model of the greater LA region, with the entire metro area scaled down in extraordinary detail, where you could trace the Games across neighborhoods.

Within the presentation there were quotes from Olympic and Paralympic athletes reflecting on grit, grace, and the undeniable power of never giving up on your dreams. Standing there with my colleagues, I felt it clearly: we belonged in this story. After all, few words matter more to Honda than "dream" - something we inherited from our founder, Soichiro Honda, and still honor in our global brand slogan: "The Power of Dreams - How We Move You."

That visit reminded me of something deeper-both the U.S. Olympic and Paralympic movement and Honda share the vision of The Power of Dreams. This isn't about marketing reach. It's about honoring the home team: Team USA, and the city where our American story began. A place that welcomed us, and now, decades later, a stage that allows us to show the world what the power of dreams can build.

The City We've Always Belonged To 

Over 65 years ago, Honda came to Los Angeles with a dream. As the makers of small motorcycles, our founders would have had an easier time establishing their first overseas sales operations in another market, but chose America because they believed success here would lead to success worldwide. 

Our first general manager had a $125,000 budget and boldly spent $100,000 of it on a storefront on Pico Boulevard-only 20 miles from where our headquarters reside today. That is what you call making a commitment. Since those early days, we've doubled down on that commitment with gestures that match the spirit of the country that embraced us. From our memorable debut at the Academy Awards in 1964 to over 60 years supporting the Rose Parade, Honda has a long history of showing up in the community-not just in business, but in the local culture.

So, this new relationship supporting the U.S. Olympic and Paralympic movement isn't just about brand alignment, or even the nationwide marketing engagement that will bring fans closer to the athletes' journeys. Our commitment to LA28 and Team USA is really a humble "thank you."

It's a thank you to our customers who accepted our products and embraced our brand, to SoCal and in communities across the country who welcomed us, and to all our business partners who contributed to our success. We think supporting the Olympic and Paralympic movement in America is a powerful way to express our gratitude.

The Power of Dreams 

Of course, this is also a rare opportunity to show the world the meaning behind The Power of Dreams. Mr. Honda believed in dreams. So much so that he named his first homegrown product, back in 1949, the Honda Dream, a motorcycle that would provide a launching point for the company. 

Many companies shift their values over time but at Honda, we continue to chase the same dream. That's why our team remains so focused on building products that move people not just physically, but emotionally.

And it's not just our products. That first meeting at LA28 sparked ideas that spoke to the many areas across our business where innovation is underway. Could our electrified products serve as pace vehicles for LA28 distance races? I imagined our Motocompacto e-scooter providing transportation around the Athletes Village. Or what if our marine engines ferried fans across Santa Monica Bay? While plans are still in development, all of it felt like the stars were aligning.

Dreams with a Purpose 

Ultimately, our partnership with LA28 and Team USA isn't just marketing, but about supporting the community where we live and work. When Honda invests in something, we believe in showing up fully and personally. I've had the privilege of witnessing just how Honda is made up of people who give their time, talent, and energy-not because they must, but because they care.  

That mindset-engineering not just with precision, but with purpose-lives throughout Honda.

Our engineers have applied their passion to adaptive racing, using our history with robotics and motorsports to design racing wheelchairs to be at the pinnacle of competitiveness. That work came full circle when U.S. Paralympic gold medalist and LA28 Hopeful Susannah Scaroni, who races in that Honda-engineered wheelchair, joined us at our partnership announcement. Her story reminds us that belief just needs a little support to take flight.

That same spirit now lives in our automotive sponsorship with the Acura brand and technical support of USA Bobsled/Skeleton, where Honda engineers at our HALO wind tunnel in Ohio are helping U.S. competitors gain an aerodynamic advantage-because even milliseconds make the difference.

This is what it means to support the home team. Not with slogans, but with personal passion. With expertise. With people giving their best to help others pursue something extraordinary. 

Closing 

We feel a tremendous sense of pride in the relationships that are already forming with Team USA. But what's most powerful is how this partnership is already resonating inside Honda. 

Because this isn't just about the Olympic and Paralympic Games, or the platform, or even the brand. It's about The Power of Dreams. The kind that made our first general manager spend nearly his entire budget on a Los Angeles-based storefront. The kind that brings to life products that move people-not just across a finish line, but toward something greater.

We became a partner of LA28 and Team USA because we saw ourselves in it. In the stories, the dreams, and the quiet conviction that something extraordinary is possible. And I'm grateful to the entire Honda team whose passion and commitment continue to bring that belief to life.

Inside Honda, the flame is lit. 
 
Ed Beadle 
Vice President, Digital Services & Marketing 
American Honda Motor Co., Inc. 

# # #