RELATED
For the second straight season, Yokohama is a sponsor for the reigning world champion Boston Celtics and the San Antonio Spurs in association with the National Basketball Association (NBA).
“NBA basketball is one of the most popular sports here and around the world,” says Dan King, vice president of sales. “That’s why it’s a great venue for Yokohama to showcase our world-class lineup of tires, including ADVAN, S.drive, Parada, Geolandar and AVID. All the tie-ins we’re doing with the Celtics and Spurs should score points with our dealers and their customers in these markets.”
The agreement with the NBA teams will enable Yokohama to present promotions designed to drive traffic to dealers. Consumers can receive authentic replica team jerseys with the purchase of four Yokohama tires.
Yokohama will have signage and hold special events at the TD Banknorth Garden in Boston and the AT&T Center in San Antonio. The partnership includes spots on the teams’ radio networks, presence on the teams’ Internet sites and holding hospitality events for its tire dealers. In addition, heavy radio and television advertising will support the promotion starting in March.
King says the basketball sponsorships follow successful partnerships with two National Football League teams, the Cleveland Browns and Baltimore Ravens, plus high-visibility college football teams from the University of Southern California (USC) and the University of California at Los Angeles (UCLA).
For more information, visit www.yokohamatire.com.
