Yokohama has added the first-place
Philadelphia Phillies to its roster of Major League
Baseball marketing partnerships.
“The sponsorship is designed to drive consumer traffic
to our dealers,” reports sales director Shawn
Denlein.
The agreement includes a combination of signage behind
home plate and on the first and third base lines;
pre-game, post-game and in-game spots on the Phillies
flagship radio station throughout the season; in-
stadium displays and in-game announcements on the
public address system and LED scoreboard.
One of the promotions is the “Home Team Pride”
program, which runs through June 12. “During the
promotional period, consumers can receive a free
official replica Phillies jersey with the purchase of
four Yokohama tires from participating dealers,” says
Denlein. “In terms of spurring sales, we expect it to
be a home run for our dealers.”
The company’s first sports sponsorship within the
Philadelphia market is a natural fit, he adds.
“Because of the strong dealer support in the area, we
can build brand awareness among consumers and at the
same time engage dealers to promote Yokohama.”
Along with the Phillies,
Yokohama’s 2011 sports marketing
partnerships include the Los Angeles Angels ballclub
along with the National Basketball Association’s
Boston Celtics and the Houston Rockets. The tire maker
also sponsored three National Football League teams
last year: the Dallas Cowboys, Baltimore Ravens and
Denver Broncos.
“Sports sponsorships provide dynamic brand visibility
and are a perfect platform to promote our line-up of
tires, including the AVID ENVigor and the eco-
friendly, orange-oil infused dB Super E-spec,” Denlein
says. “Partnering with a team like the Phillies, which
has dedicated, loyal fans, will allow our dealers to
generate store traffic and create local consumer
excitement within the community.”
For more information, visit www.yokohamatire.com.
