122nd Rose Parade Gets First Presenting Sponsor

American Honda Motor Co., Inc. will become the first Presenting Sponsor of the Rose Parade. The announcement was made at the annual membership kickoff celebration at the Rose Bowl stadium.

The 122nd Rose Parade, Presented by Honda, will be themed: “Building Dreams, Friendships & Memories.” Although the 2011 Parade will be the first Rose Parade officially presented by Honda, it represents a 50-year collaboration between American Honda and the Tournament of Roses.

“Welcoming Honda as Presenting Sponsor of the 2011 Rose Parade is an organic evolution of our long-standing partnership,” said Throop. “For five decades, we have worked side-by-side with Honda to develop the Rose Parade into what it is today, and we are proud Honda is such a significant member of the Tournament family.”

In support of this new step in its partnership with Honda, the Tournament of Roses will launch a new trademark composite logo recognizing and incorporating the Honda brand logo. In addition, Honda will have the lead float in the Rose Parade each year along with full usage of Tournament of Roses rights and marks as the official Presenting Sponsor.

“Innovation, creativity and community service are values we share deeply with the Rose Parade,” said Tetsuo Iwamura, president and chief executive officer, American Honda Motor Co., Inc. “Elevating our role to serve as the Presenting Sponsor was a very natural decision for us. For the past 50 years, we have worked with the Tournament of Roses to bring entertainment and tradition to people around the world and to enhance the Southern California communities where we all work and live.”

The 2011 Rose Parade will use Honda’s environmental technologies to help the Rose Parade function more efficiently and reduce its carbon footprint. For the first time, Honda will power its Rose Parade float with a specially-configured hybrid, low-emissions power plant. In addition, Honda’s fuel-efficient CR-Z will be used as the Pace Car for the Parade.