Instead, it's looking to gamers for added exposure.
The automaker announced Thursday it will serve as the official automotive partner of the Riot Games League of Legends Championship Series (LCS).
Honda will continue to sponsor Team Liquid, the esports team that most recently took home the top prize in the LCS, and it will also continue an existing partnership with streaming platform Twitch.
Honda first dabbled in the esports arena in 2014 and has worked with a number of organizations, including publisher EA and a presentation of the NHL World Championship.
Of course, this comes down to putting Honda's name in more places.
The automaker said advertising spots are "scarce" in LCS, and with the esports industry expected to grow throughout next decade, Honda wanted in.