What's in a name? A lot when it comes to the Rose Parade.
Although the Rose Parade will have its first presenting sponsor this New Year's Day, the deal will not change the parade, according to event organizers.
"We are not NASCAR. We are not here to commercially profit from this brand," Sheri Wish, chief revenue officer for the Pasadena Tournament of Roses, told the Daily Breeze.
The Torrance-based American Honda Motor Co. Inc. will become the first presenting sponsor of the parade, which will officially be known as the 122nd Rose Parade, Presented by Honda, under a contract announced Tuesday. The theme of the parade: "Building Dreams, Friendships & Memories."
Honda will have the lead float in the Rose Parade for each year of the contract and full usage of Tournament of Roses rights. The Tournament of Roses will have a new trademark composite logo, recognizing and incorporating the Honda brand logo.
Terms and length of the contract were not announced.
"It came together very quickly," Erik Wedin, manager of corporate community relations for American Honda, told the Breeze. "They approached us because of our long-standing relationship."
Honda's association with the Tournament of Roses began in 1961 when it supplied motor scooters for the 1962 Rose Parade operations. Honda entered its first float in the 1977 Rose Parade. The automaker's floats have won awards in 15 of the past 16 Rose Parades, including each of the last 12.
"Welcoming Honda as presenting sponsor of the 2011 Rose Parade is an organic evolution of our long-standing partnership," Tournament of Roses President Jeffrey L. Throop said in a statement.