Yokohama is shooting for a “three-peat” with its third year of sponsoring the Boston Celtics and San Antonio Spurs of the National Basketball Association.
“NBA basketball has enormous appeal in the U.S. and globally,” says Shawn Denlein, sales director, Yokohama. “The championship-caliber Spurs and the Celtics are two of the league’s most popular teams.”
The agreement enables the company to run promotions designed to drive traffic to dealers, he points out. Among them, customers can receive an official team jersey with the purchase of four Yokohama tires from participating retailers.
“All the tie-ins we’re doing with the Spurs and Celtics will be slam dunks with our dealers and their customers in these markets,” Denlein declares.
Yokohama will have signage and hold special events at the respective arenas in San Antonio and Boston. The partnership includes spots on the play-by-play radio networks, presence on the teams’ Internet sites and dealer hospitality events. In addition, heavy radio and television advertising will support the promotions, beginning March 1 through April 17 with the Spurs and March 15 through May 1 for the Celtics.
“For Yokohama, the NBA is an excellent platform to showcase our world-class lineup of tires, including ADVAN, S.drive, Parada, Geolandar, AVID – including the all-new AVID ENVigor – and the eco-friendly orange oil-infused dB Super E-spec,” says Denlein.
The NBA sponsorships follow marketing partnerships with two National Football League teams, the Cleveland Browns and Baltimore Ravens, plus the high-visibility football squads fielded by the University of Southern California and the University of California at Los Angeles.
For more information, visit www.yokohamatire.com.
