After 121 years, the Rose Parade changes its name, sells corporate sponsorship

After 121 years, the Tournament of Roses Parade is changing it name.

As part of a new sponsorship deal with Honda, the 2011 parade officially will be known as the 122nd Rose Parade, Presented by Honda.

Parade officials stressed that there will be no major changes in the parade itself and noted that Honda had a long associate with the event.

"Welcoming Honda as Presenting Sponsor of the 2011 Rose Parade is an organic evolution of our long-standing partnership," said Pasadena Tournament of Roses President Jeffrey L. Throop in a statement. "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."

Rose Parade officials also said to look for some changes in the marketing of the event to note Honda's sponsorship.

"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," the parade organizers said in the statement.

-- Shelby Grad

Photo: Gary Friedman / Los Angeles Times

Comments

[Bill]

Sorry to hear that now a venerable institution has been sold to the highest bidder. Now we are going to be pestered by Honda advertisements throughout the telecast. There was a time, not 5 decades ago, but rather a decade or so that Buick used to be the car of choice for the Rose Parade, so It is kind of hard to believe that Honda has been at the forefront of the Rose Parade for 5 decades. 50 years ago, we are speaking about 1960!

[Richard]

I think its a shame that Pasadena is selling out like every other public facility in America. I was proud of Pasadena for not selling the Rose Bowl name but now this. I guess money always wins out.

[J in Pasadena]

This is a bad precedent. This does not bode well for floats from other automotive manufacturers. As Toyota, why would I want to create a float for a Honda parade? This is exactly the wisdom of the ToR leaders for over a hundred years.

Now, there is no reason to change, except the moral fiber of current ToR leadership is bankrupt and willing to $ell out. (Note the moral fiber is bankrupt, not bank accounts.) It goes to show that there is no venerable institution left in America anymore, not even the Valley Hunt Club.

I guess I would have felt a little better if it was an American company sponsorship. Still, why not go all the way and just rename it the Honda New Year Parade? Slippery slope, yes.

[runcatalina]

:-(

[P. Riggan]

As if the event weren't commercial enough, we get the final sell out. How disgusting!

[Lee B.]

"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." I'm sure the volunteers, who have donated their time for decades in order to make Pasadena a better community, are just thrilled with this decision - along with calling a big corporation a member of the "family". Yuck.

[tonyE]

Well, maybe now the floats won't break down and will get better fuel efficiency, even if their design will become more conservative.

"Powered by Honda".. ;-)

[TeaPartyPatriot]

What a brilliant idea Honda! I think the City of LA should sell their naming rights too.
Example. The City of Los Angeles Presented by Walmart.

[gern]

Bad idea.

[Claudine Willis]

An American Rose fades as the Japanese car dealer, Honda, buys the century old Tourmament of Roses Parade and changes it name to include their's. This is a shame. Next thing we know they'll be announcing the famous New Year's Day football game from the Honda Bowl.

[me]

sad surrender to corporations

[fgmorley]

Yeah let's just name it the Tokyo Rose Parade for an even better sell to the rest of the world, and skip the euphemisms.

[babs]

Thats fine, but no one will call it anything else then the Rose Parade.

[SoulSellers]

Sell outs!!!!!!!!!!!!!

[tarwater]

And next folks we will have Yosemite National Park Presented by Apple, or Intel, or Oracle, or ?

[Willie]

Corporate naming rights are boorish and crass hucksterism. The practice reflects poorly on the event and the “sponsor”.

[Glen Fleetwood]

GROSS. Disgusting. At least its not Charmin, Depends, or Kaopectate.

[Inland Empire]

Prostitution does not always involve sex.

[Nigel Tufnel]

Booooooooooooooooooo!!!

[xicanoboy1331]

The TRUE America in glorious splendor. It's only appropriate that the world's bastion of capitalism sell itself off piece by piece to the highest bidder. I'd start learning Mandarin if I were you...

[ERRN]

Oh no.... what a shame.

Start you New Year by bowing to the Corporate Machine.

[johnhancock1776]

there goes the corporate world running amuck

[LA Mike]

In full disclosure, I work at Honda headquarters in Torrance. I'm not a P.R. hack, just a cog in the wheel around here, but I just wanted to offer up some insight. This company has been a participant in the parade for decades. Yes, going back to 1961 when they provided motorcycles. They've had a float running since 1977 and at the headquarters there is a main hallway lined with the awards and accommodations. To say that they have been a proud sponsor is an understatement. Honda's presence in the U.S. started here in SoCal and it's made a partnership with the Rose Parade part of its DNA.

[Don]

Next: The Republican National Party, presented by Fox News.

[Maggie]

Another American tradition being sold off to the Japanese. No wonder our country is so screwed up. This is shameful !!!