FULLERTON, Calif. – Yokohama Tire Corp. has announced it will sponsor reigning NBA champs the Boston Celtics and former champs the San Antonio Spurs for the second season in a row.
“NBA basketball is one of the most popular sports here and around the world,” said Dan King, Yokohama 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 execute 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 special events at the TD Banknorth Garden in Boston and the AT&T Center in San Antonio. The partnership includes spots on teams’ radio networks, presence on the teams’ websites and hospitality events for dealers. In addition, heavy radio and television advertising will support the promotion starting in March.
The basketball sponsorships follow successful partnerships with two NFL teams, the Baltimore Ravens and Cleveland Browns, plus high-visibility college football teams USC and UCLA.
