Los Angeles Dodgers and AFEELA Announce Partnership Agreement

The Los Angeles Dodgers have entered into a partnership agreement with AFEELA, the automotive brand created by Sony Honda Mobility, the joint venture of Sony and Honda. As a part of this agreement, the AFEELA electric vehicle prototype will be on site for activations at select Dodger Stadium home games during the 2024 season, marking the first unveiling of the vehicle at a sporting event anywhere in the world.

The first activation was this past weekend, on July 20 at the Dodgers game, where AFEELA also sponsored the first performance in the United States by the popular Japanese hip-hop duo Creepy Nuts.

“We are thrilled to be partnering with AFEELA, the brand from Sony Honda Mobility Inc.,” said Lon Rosen, Executive Vice President & Chief Marketing Officer, Los Angeles Dodgers. “The AFEELA prototype is an impressive feat of technology, and we are so glad that Sony Honda Mobility chose Dodger Stadium as the first sports venue in the world to display their uniquely designed prototype. It’s a powerful validation of the Dodgers’ platform for supporting new product launches and driving brand resonance efforts across key priority markets.”

As part of the partnership agreement, AFEELA sponsored the pregame show, featuring Creepy Nuts, before the July 20th Dodgers game. This was the first time the AFEELA Prototype was unveiled at a sporting event and the car will be on-site at Dodger Stadium until July 25.

Before the game, an anime-style opening movie was showcased on “Dodger Vision,” and Creepy Nuts made their entrance from the AFEELA vehicle. The performance highlighted AFEELA prototype’s technology, where during the performance of “Billiken”, the car’s “media bar” displayed a seamless transition from the AFEELA logo to the logo of the Los Angeles Dodgers. DJ Matsunaga further energized Dodger Stadium, culminating in an electrifying performance of “Bling-Bang-Bang-Born,” a hit dominating both domestic and international charts. The crowd joined in the “BBBB dance,” making the event even more memorable. The performance concluded with Creepy Nuts throwing out the “first pitch.”

Sony Honda Mobility Inc., which was established by Sony Group Corporation and Honda Motor Co., Ltd in September 2022, and aims to pursue innovation in mobility with its new line of electric vehicles. AFEELA features advanced sensing technology, a noise-cancelling cabin, spatial audio, automated parking and AI driving assistance that will “expand the possibilities of mobility even further.” Pre-orders for the sedan will begin in 2025 with deliveries set to begin in North America in the spring of 2026.