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Honda buys naming rights to famous Rose Bowl Parade

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Honda buys naming rights to famous Rose Bowl Parade

05:57 PM

Following where major bowl games have gone before, the famous Tournament of Roses parade in Pasadena, Calif., has succumbed to corporate naming after 121 years. The sponsor: Honda.

Now the annual ritual down Colorado Boulevard will be the 122nd Rose Parade Presented By Honda. No word on how much money Honda forked over for the privilege.

The parade will be themed, "Building Dreams, Friendships & Memories." Honda has participated in the parade for 50 years.

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

One by one, major bowl games have given in to corporate naming. The Discover Orange Bowl, Tostidos Fiesta Bowl and the Allstate Sugar Bowl are three examples. And that's not even taking into account all the venues named for companies, not teams or people. In Los Angeles, for instance, the Lakers have played at the Staples Center so long that locals seem like they no longer associate the name with an office supply store chain.



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