Rose Parade sells naming rights to Honda

Cal Poly Universities float,
Cal Poly Universities float, "Jungle Cuts" as it rolls down Colorado Boulevard. For the second straight year, Cal Poly won the Viewers' Choice Award for this year's Tournament of Roses Parade.
Jason Georges/KPCC

After 121 years, the annual New Year's Day flower-themed street event in Pasadena has sold its naming rights and will now be called the "Rose Parade Presented By Honda," it was reported today.

Details about the amount that the American Honda Motor Co. was charged by the private Pasadena Tournament of Roses were not released by either the company or the organization, the Pasadena Star-News reported.

Although the parade is getting a new proper name and a new logo that prominently features the Honda trademark, ``we are not Nascar,'' promised the parade's revenue director, Sheri Wish.

A corporate spokesman for the car company said it was approached by the parade organizers and readily agreed to the three-year sponsorship deal.

"It came together very quickly,'' said Erik Wedin in an interview with the newspaper. ``They approached us because of our long-standing relationship.''

Honda supplied motor scooters to the Rose Parade in 1962, has sponsored a float for decades, and in 1994 bought rights to become the ``official vehicle'' of the parade.

The Star-News reported that Honda will have the lead float, and will get its name incorporated into a composite trademark logo for the parade.