122nd Rose Parade Gets a New Name - NBC Southern California

122nd Rose Parade Gets a New Name

Honda will have the lead float in the Rose Parade for each year of the contract

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    PASADENA, CA - JANUARY 01: The Rose Queen, Natalie Anne Innocenzi and her court the on the parade route during the 121st annual Tournment of Roses Parade on January 1, 2010 in Pasadena, California. (Photo by Frederick M. Brown/Getty Images) *** Local Caption *** Natalie Anne Innocenzi

    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.