• Oct 3, 2010
The Rose Bowl Parade has been title-sponsor free for 121 straight years, bucking the trend that's taken hold over the past couple decades. Well, that's over. Honda has apparently backed up the truck for naming rights. This year, get ready for the 122nd Rose Parade Presented by Honda. While Honda is the event's first title sponsor, the automaker and the famous parade have been linked through advertising for the past 50 years.

Nobody is talking at this point about how much Honda paid for the honor, but we're fairly certain the bags of cash were heavy and plentiful. The biggest question now concerns the products Honda will choose to showcase during the parade. One option that comes to mind is a nationally-televised start to the 2012 Civic campaign. We have no idea whether Honda will be ready to tout the new Civic by next January, but it would make sense to take advantage of the national stage to do so.

[Source: USA Today]


I'm reporting this comment as:

Reported comments and users are reviewed by Autoblog staff 24 hours a day, seven days a week to determine whether they violate Community Guideline. Accounts are penalized for Community Guidelines violations and serious or repeated violations can lead to account termination.


    • 1 Second Ago
  • 16 Comments
      • 4 Years Ago
      What the hell Honda? How bout you save those ads money and just invest in building better looking cars? This is coming from a guy that think the Nissan Juke looks good.

      Seriously, your Acura models with the beak looking grill is very very ugly. You went for a conservative look while adding a glaringly ugly freaking design feature, the beak. It's like taking any average looking person and add a giant tumor on their face. Some of my pals just paint those chrome grills black or vinyl tape em.

      Oh, bring back NSX or s2000, and RSX/Integra then I'll forgive you for those ugly grills.
      • 4 Years Ago
      Good for Honda. Not a bad sponser for the parade. But I hope Honda doesn't get any design ideas from the floats. :) I know, pathetic joke.
      • 4 Years Ago
      Good for Honda! I'm anxious to see what Honda has come up with for the new Civic considering that they halted the initial design mid-stream. Honda's been due to present a fresh face to the buying public, maybe this will be that launch?
      • 4 Years Ago
      Honda Helps Me Kick Saudi Terrorist Butt, in a small way.
      Honda Insight 50 mpg at 65 mph, in my last highway cruise.

      [ Yes, the Prius has a better hybrid system. ]
      • 4 Years Ago
      Guess I'm not watching the Rose Bowl.
      • 4 Years Ago
      BOOOO!!!!!!!

      I refuse to watch anything sponsored by Honda. I hate that company more than Satan himself!
        • 4 Years Ago
        There is just something about Honda's that make my skin crawl. I won't even touch one, let alone get so close as to be able to get into one.

        The same is true of their Acura line. It's just something about them that feels wrong to me.

        They are all decent (not good) looking cars, but just the idea of them sends chills up my spine.

        It's the only car company I have this reaction to. Maybe I'm just a little mental LOL!
        • 4 Years Ago
        +1......
        • 4 Years Ago
        Uh...wow.

        Did Takanobu Ito walk into your house and eat your first-born or something?
      • 4 Years Ago
      Not sure this story is strictly correct, as the 1999 Rose Bowl was presented by AT&T?!
        • 4 Years Ago
        Wait nevermind, didn't they just sponsor the game itself, not the actual parade?
        • 4 Years Ago
        Isn't this referring to just the parade? Did AT&T "present" both the game AND the parade?
        • 4 Years Ago
        True, this is just Autoblog not checking the facts again. Way to go Autoblog!

        "This was the first year that the game was branded with corporate sponsorship. Unlike the other bowl games, the sponsor was not added to the title of the game, but instead as a presenter, so it became known as The Rose Bowl Game presented by AT&T."

        http://en.wikipedia.org/wiki/1999_Rose_Bowl
      • 4 Years Ago
      GREAT! An American tradition sponsored by a Jap company. No wonder America is in the shape it is!
        • 4 Years Ago
        I agree JJ,
        AMERICAN Honda should not sponsor the parade. We should let the bankrupt and failed Government Motors use more of our tax dollars to sponsor the parade. Then GM can show off all their Korean Cruze, Aveos, German Buicks...
        • 4 Years Ago
        @JJ: You are so right... it shouldn't be sponsored by the US built Accord... rather, it should be sponsored by the Korean built Aveo.
    • Load More Comments