This year, Yokohama will sponsor both the reigning NBA champion Boston Celtics and past champ San Antonio Spurs.
“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. 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 sponsorship deal will enable Yokohama to execute promotions, and place signage and special events at the teams’ arenas, as well as have spots on teams’ radio networks, presence on the teams’ Web sites and hospitality events for dealers. Yokohama said heavy radio and television advertising would support the promotion starting in March. (Tire Review/Akron)