Kumho Tire has amended its multiyear partnership with the National Basketball Association to include Canada. The tiremaker is now the official tire of both the NBA and the NBA Development League for North America.

Kumho will extend its advertising efforts and all future activations to all of North America to further leverage the strength of the league, the tiremaker said.

“Kumho Tire is a global company and the NBA is evolving as a global brand. It just makes sense to extend our support for the NBA into Canada, and we look forward to engaging fans throughout North America with new custom content and activities at league events throughout the season,” said Harry Choi, president and CEO of Kumho Tire North America. “We’ve barely gotten our feet wet with the NBA and we are no longer dipping our toes in the water. This season we’re plunging in and planning on making a ripple that no industry competitor has made before.”

Kumho announced its partnership with the NBA in February.