Kumho Tire USA has upped the ante in its sports marketing program, signing sponsorship agreements with two top NBA teams – the Los Angeles Lakers and the Miami Heat.
The move caps Kumho’s already extensive marketing efforts with sponsorships of the Manchester United soccer team in the English Premier League and with its multi-team college football sponsorships of the University of Southern California, The Ohio State University, University of Texas, University of Tennessee and University of Florida.
Kumho’s Lakers sponsorship package includes courtside scorer’s table signage, bottom ring and corner board positions on the Lakers’ HD scoreboard, a full-page color ad in the Lakers’ official game program, and LED ribbon signage at the Lakers’ home court, Staples Center. Additional elements include 30-second video spots on the main scoreboard, radio ads in ESPN Desportes (Lakers’ official Spanish radio partner) and web elements on the Lakers’ official website, lalakers.com. Kumho also will have lobby booth nights to interact with fans, player appearances at Kumho’s dealer partner locations and suite nights for Kumho dealers, according to the company.
Kumho’s partnership with the Heat will include scorer’s table signage in the Heat’s new LED electronic system, 360-degree LED fascia that encompasses LED ribbons as well as the center scoreboard, video branding on the main scoreboard for key replays, and 30-second spots on in-arena video boards. Kumho also will have a dedicated Kumho Fan Zone area at American Airlines Arena with 100% Kumho branding and various elements such as an interactive photo booth, interactive games and video screens to watch the Heat games and Kumho ads. Suite nights for Kumho’s dealers and multiple player appearances round out the sponsorship package.
“We are excited about sponsoring the NBA’s top two teams going into the 2010-2011 season,” said Rick Brennan, Kumho’s vice president of marketing. “Both teams have a huge following of passionate, enthusiastic fans that won’t settle for anything less than the best performance on the court. Kumho understands this completely. Passion and enthusiasm, along with technology, innovation and performance are the ingredients that go into every Kumho tire that give drivers the best performance on the street and off-road.”
