AFEELA Kicks Off Vehicle Personalization with USC Football at the Coliseum

Los Angeles, CA, October 9, 2025 – AFEELA has its sights set on personalizing the mobility experience and has worked with University of Southern California (“USC”) athletics to define opportunities to test consumer’s appetite, starting with collegiate themes in AFEELA 1. On Saturday, September 20, 2025, AFEELA stepped into that spotlight, debuting its sponsorship of USC’s athletics program during the Trojans’ home matchup against Michigan State.

College football is more than just a game – it’s tradition, loyalty, and one of the most powerful stages in American sports. Imagine a future where fans can sport their home team pride on their AFEELA 1 Media Bar, Panoramic Screen, Rear Seat Entertainment screens, personalized mood lighting, and a customizable e-motor sound.

And this is just the beginning, as the AFEELA 1 will utilize AI to store preferences between drivers and instantly recall your favorites as you approach the vehicle – including your custom team’s theme.

As a part of the sponsorship, AFEELA will be at three of USC’s most populous home football games in October and November – Michigan, Iowa and its rivalry game with UCLA.

For AFEELA 1’s game-time debut on September 20 at the historic Los Angeles Memorial Coliseum, the vehicle sported a Cardinal and Gold wrap that gave a nod to the USC Trojan football jersey, introducing the AFEELA in true Trojan fashion. Cardinal and gold also flowed inside of the vehicle with a fully custom USC theme, while outside the vehicle featured a USC x AFEELA ticker-style media bar graphic on the front of the car.

Game day also featured a co-branded AFEELA x USC photobooth, co-branded giveaways, and vehicle demonstrations offering the Trojan Nation a firsthand look at the future of mobility. Inside the Coliseum, AFEELA’s presence came alive on sideline LED banners, digital L-Banners, and across USC Athletics’ official website for those who couldn’t make the game.

More Chances to Experience AFEELA This Season

The Michigan State matchup was just the beginning. AFEELA will be back at the Coliseum for three more USC home games this fall:

• October 11 – USC vs. Michigan
• November 15 – USC vs. Iowa
• November 29 – USC vs. UCLA

Fans can also take part in exclusive co-branded digital giveaways throughout the season, with prizes including tickets to the UCLA rivalry game, an AFEELA x USC jacket, a co-branded Yeti, a co-branded blanket, and more.

Beyond the Gridiron

The sponsorship doesn’t stop with football. Starting this fall, AFEELA will extend its presence into USC men’s and women’s basketball, further connecting with the Trojan community across multiple sports.

Why USC x AFEELA

USC is home to one of the most loyal fan bases in college sports, with an outstanding alumni network and a culture built on pride and tradition. With 77,000 fans in the stands and national broadcasts reaching millions more, the sponsorship is about more than visibility – it’s about belonging to a community that thrives on passion and performance.

For AFEELA, this marks an exciting step into the sports world. After making waves in music and entertainment, the next frontier is game day, where innovation and energy collide.

About AFEELA
“AFEELA” represents the fusion of intelligence and emotion in motion. It’s mobility that senses you—and that you can feel. At its core, AFEELA brings to life a next-generation driving experience built on advanced sensing, interactive technology, and human-centered design. The first model to be released under the brand, AFEELA 1, is scheduled for deliveries in California, USA in 2026.

About Sony Honda Mobility of America Inc.
Sony Honda Mobility of America Inc. is the U.S. subsidiary of Sony Honda Mobility Inc.—a 2022 joint venture between Sony Group Corporation and Honda Motor Co., Ltd. Our mission is to redefine mobility as a living, connected experience by blending Sony’s innovation in entertainment and sensing with Honda’s world-class automotive engineering. Learn more about us at shm-afeela.com and follow us on Instagram, YouTube, X, LinkedIn, and Facebook.