Hankook is advertising during nine men’s college basketball tournaments throughout November and December. Courtside signage will also be included in the array of games being broadcast nationwide on multiple television networks.

“This sponsorship broadens our involvement in sports marketing and puts us in a prime position to gain brand awareness at a time when interest in college basketball is likely to continue to grow during the next few months,” says Soo Il Lee, the company’s president.

“Our behind-home-plate advertising in professional baseball provided Hankook with exceptional brand building opportunities and we are confident that our involvement with men’s college basketball will provide us with similar positive benefits,” he adds.

Participating in college basketball is the company’s latest effort to increase its awareness in the U.S.

Previously a billboard was erected at New York City’s Times Square, and it presented two baseball-themed rebate and vehicle giveaway promotions, Great Catch and Great Hit, which capitalized on the company’s baseball-related commercials.

Hankook also became an official sponsor of the Formula Drift motorsports series and supported assorted racing teams during the season.

A “Be One with It” print and television ad campaign was also launched to raise consumer awareness, increase market presence and build brand recognition.

For more information, visit www.hankooktireusa.com.