American Honda’s 50-year relationship with the Pasadena Tournament of Roses, including the annual parade that kicks off college football’s prestigious Rose Bowl game, will reach a new level next year when the company becomes the first official Presenting Sponsor of the popular Rose Parade.
According to Jeffrey L. Throop, president of the Pasadena Tournament of Roses, the move “is an organic evolution of our long-standing partnership. 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.”
Past highlights of Honda’s involvement include:
- Revving up the Rose Parade in 1961, when Honda first supplied two-wheeled vehicles to the event.
- Entering the company’s first parade float—themed “Visions of Tranquliity”—in 1977, marking the start of a new tradition that’s more recently seen Honda entries earn awards in 15 of the past 16 parades.
- Showing off the highly acclaimed “Fantastic Flight” float in 1983. An excellent example of the company’s focus on protecting the environment, this unique float relied on members of the Human Powered Vehicle Association to turn its propellers, fans and wheels.
- Becoming the first official vehicle of the Tournament of Roses in 1994.
- Making Rose Parade history with the longest float ever entered in the event. “Families Across America,” part of the 2005 parade, was 30-feet high, 207-feet long and featured a full fireworks display.
And 2011 will see another new achievement, as Honda’s float will be the first in the event’s history to be driven by a hybrid powertrain, while the official Pace Car for the Parade will be Honda’s CR-Z hybrid sports car. The parade is a good marketing venue for the brand, Honda Annapolis says.
“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.”
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