PASADENA (CBS/KNX 1070) —The Pasadena Tournament of Roses has sold its parade naming rights to Honda, it was reported Sunday.
The annual flower-themed street spectacle is now officially dubbed, “The Rose Parade, Presented by Honda.”
Details about the deal, like how much the American Honda Motor Co. is paying, were not disclosed by either the company or the organization.
A corporate spokesman for the car company said it was approached by the parade organizers and readily agreed to the three-year sponsorship deal, the Pasadena Star-News reported.
“It came together very quickly,” said Erik Wedin in an interview with the newspaper. “They approached us because of our long-standing relationship.”
Although the parade is getting a new name and logo that prominently features the Honda trademark, “we are not Nascar,” promised the parade’s revenue director, Sheri Wish.
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.
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