ISABELLA'S ISLAY
Sponsorship & Kit
Jun 13, 8:02 PM EDT
International Olympic Committee / Los Angeles 2028
Asahi Shimbun ↗
Tokyo sponsors flee Olympics; LA28 resets auto category with Honda deal
Toyota, Panasonic, and Bridgestone are terminating their Olympic contracts after decades of partnership, while Honda has signed with the Los Angeles 2028 organizing committee as a founding partner for the Summer Games.
ReadingWhen multiple sponsors exit at once, the deal structure was no longer working for either side. The IOC is now chasing regional partners instead of global institutions.
WatchJPMorgan Chase's dual Olympic banking deal (LA28 and French Alps 2030) will set the tone for who else follows Honda's lead.