Pasadena Tournament of Roses® Announces American Honda as Presenting Sponsor of the Rose Parade
50-year Partnership Evolves from Rosebud to Full Bloom

PASADENA, CA September 22, 2010


Pasadena Tournament of Roses President Jeffrey L. Throop announced last night that American Honda Motor Co., Inc. will become the first Presenting Sponsor of the Rose Parade. The announcement was made at the annual membership kickoff celebration at the Rose Bowl stadium. The 122nd Rose Parade, Presented by Honda, will be themed: "Building Dreams, Friendships & Memories." Although the 2011 Parade will be the first Rose Parade officially presented by Honda, it represents a 50-year collaboration between American Honda and the Tournament of Roses.

"Welcoming Honda as Presenting Sponsor of the 2011 Rose Parade is an organic evolution of our long-standing partnership," said Throop. "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."

In support of this new step in its partnership with Honda, the Tournament of Roses will launch a new trademark composite logo recognizing and incorporating the Honda brand logo. In addition, Honda will have the lead float in the Rose Parade each year along with full usage of Tournament of Roses rights and marks as the official Presenting Sponsor.

"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."

For the 2011 Rose Parade, Honda and the Tournament of Roses are employing Honda's innovative environmental technologies to help the Rose Parade function more efficiently and reduce its carbon footprint. For the first time, Honda will power its Rose Parade float with a specially-configured hybrid, low-emissions power plant. In addition, Honda's fuel-efficient CR-Z will be used as the Pace Car for the Parade.

History of the Rose Parade's Relationship with Honda:

The 1960s: Honda's partnership with the Tournament of Roses began in 1961 when the company first supplied two-wheeled vehicles for the 1962 Rose Parade operations.

The 1970s: Honda entered the company's first float, themed "Visions of Tranquility," in the Rose Parade in 1977. Since then, Honda float entries have highlighted iconic images, including astronauts, trains, fire-breathing dragons, robots and space ships. Honda's entries have garnered awards in 15 of the past 16 Rose Parades, including consecutive wins in the last 12.

The 1980s: In 1981, Honda's "Air Show" featured airplane movements directly controlled by Art Scholl, one of the world's leading stunt pilots, rather than being controlled by a driver in the chassis underneath. Honda's 1983 "Fantastic Flight" was powered by the Human Powered Vehicle Association, activated by a group of people turning propellers, fans and the wheels of the float itself. Both entries were awarded the "Mayor's Trophy."

The 1990s: In 1994, American Honda became the official vehicle of the Tournament of Roses, and began providing the Pace and Sound vehicles that lead the Rose Parade. Honda also began providing the motor scooters, vans and cars necessary to support Tournament of Roses planning, logistics, operations and transportation.

The 2000s: In 2005, Honda made Rose Parade history with its entry "Families Across America." This was the longest float ever entered -- 30-feet high, 207-feet long and featuring a full fireworks display.

The 2010s: Honda becomes the first Presenting Sponsor of the Rose Parade.

About Honda
Honda began operations in the U.S. in 1959 with the establishment of American Honda Motor Co., Inc., Honda's first overseas subsidiary. Honda began U.S. production of motorcycles in 1979 and automobiles in 1982. With nine U.S. plants, Honda has invested more than $12.7 billion in its U.S. operations. The company employs nearly 25,000 associates and annually purchases $12 billion in parts and materials from more than 530 U.S. suppliers. Honda vehicles are manufactured using domestic and globally-sourced parts.

About the Pasadena Tournament of Roses®
The 122nd Rose Parade presented by Honda, themed Building Dreams, Friendships & Memories, will take place Saturday, Jan. 1, 2011, at 8 a.m. (PST) featuring majestic floral floats, high-stepping equestrian units and spirited marching bands. Following the Rose Parade, the 97th Rose Bowl Game will kick off at 2:10 p.m. and feature an exciting match-up between two of the top collegiate football teams in the nation. For additional information on the Tournament of Roses and its new Presenting Sponsor, Honda, please visit the official website at www.tournamentofroses.com.

Information about American Honda Motor Co., Inc., and its partnership with the Tournament of Roses can be found at www.hondanews.com, or www.honda.com/news. Please follow Honda on Twitter at www.twitter.com/alicia_at_honda. Follow the 122nd Rose Parade presented by Honda on facebook http://www.facebook.com/roseparade and twitter http://twitter.com/roseparade. For a video compilation showcasing Honda's history with the Tournament of Roses go to http://www.youtube.com/honda.

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