Falken Tires and Major League Baseball (MLB) announced a multi-year integrated marketing agreement, designating Falken Tires as the Official Tire of Major League Baseball. The new partnership represents a strategic expansion of Falken’s sports sponsorship program, marking the company’s first deal with a professional sports league after enjoying significant success in motorsports marketing for 30 years.
Beginning in the 2016 MLB season, Falken and MLB will join forces for multiple promotional opportunities including virtual signage behind home plate and branded in-game enhancements for nationally broadcasted games, including the All-Star Game, postseason and the World Series. Falken Tires also will participate in fan giveaways, in-game promotions and will have access to MLB marks and logos for broadcast, print and digital use during these events. In addition, Falken Tires will have global marketing rights for the 2015 MLB postseason.
“We look forward to collaborating with Major League Baseball as we expand our brand awareness and sports marketing portfolio,” said Richard Smallwood, president and CEO of Falken Tires. “Pairing with one of the most popular sports in the world is a great opportunity for Falken Tires to grow and expand into new markets.”
“We look forward to working with Falken Tires to reach Major League Baseball’s fan base as the company expands its marketing and promotional activity beyond motorsports for the first time,” said Noah Garden, MLB executive vice president, business. “We are pleased to welcome Falken Tires to the MLB family and proud to have been chosen to help the brand grow its business.”
The agreement is part of a larger expansion of Falken Tires marketing efforts across the U.S. as Falken Tires looks to heighten brand awareness and aggressively increase its market share.
“Falken Tires has long enjoyed a devoted international fan base in motorsports,” said Smallwood. “This brand alliance with Major League Baseball will help introduce Falken Tires to millions of new customers. We’re excited about our new partnership and look forward to aligning our fan bases as we introduce innovative products and our brand to additional audiences.”
