- Headline into the 2026 Winter Olympics, Honda has released its first campaign touting its status as the “Official Automotive Partner of Team USA.”
- The new spots connect the passion and dedication of Olympic athletes to Honda’s engineers and designers, showing how both groups turn ambition and teamwork into extraordinary achievement.
- The modular campaign, which intercuts sponsored Team USA athletes in their sports with Honda engineers designing products and the vehicles’ motorsports achievements, will incorporate same-day footage using daily highlights throughout the Olympics.
The new campaign is anchored by two 60-second television spots that intercut Olympic athletes with scents of Honda’s engineering and race teams to link the precision and technical ambition that drive both the company and the athletes (including the collaboration between Team USA’s bobsled and skeleton teams and the company’s state-of-the-art wind tunnel). “At Honda, we believe in the power of dreams,” says a voiceover. “What else can turn a pursuit into a mission, passion into positive energy and teamwork into a work of art?”
The campaign spans all Honda vehicle categories and will include iterations featuring powersports, power equipment, and marine equipment. Though the campaign is the first to depict Honda as the “Official Automotive Partner of Team USA,” the brand is also continuing its status as the “Official Automotive Partner and Official Vehicle of USA Hockey” and Acura’s position as the “Official Automotive and Technology Partner” of the USA Bobsled and Skeleton teams.
“We’re honored to support Team USA’s extraordinary athletes at the Olympic and Paralympic Winter Games – true examples of The Power of Dreams that has driven Honda from day one,” said Ed Beadle, vice president, digital services and marketing division, American Honda Motor Co., Inc. “Championing Team USA lets us spotlight the challenging spirit driving both these athletes and Honda engineers as they push boundaries and chase their greatest dreams.”
The campaign will debut during the Olympics’ Opening Ceremony on Feb. 6 and will run throughout the games in :60, 30, :15 and :6 versions on broadcast, streaming and digital platforms. In addition, Honda will take over the Roku streaming platform during market Team USA hockey matchups. The brand will also run the campaign during select NBA and NHL programming and ran the spots during the NFL’s conference championship games on Jan. 25.
Honda will also feature Team USA athletes and their individual stories in its social media content.
