Hankook Tire America Corp. and Major League Baseball (MLB) inked a new multi-year sponsorship that names Hankook Tire the Official Tire of MLB in the United States and Korea.
The new partnership aims to showcase Hankook Tire across baseball’s media assets including MLB Network, digital platforms such as MLB.com and social media, and MLB ballparks during Jewel Events like the All-Star Game.
Hankook is also developing MLB-themed creative to run in its multimedia advertising, as well as a retail marketing campaign that would extend its MLB footprint beyond the ballparks and media. Through the partnership, Hankook will utilize MLB marks in marketing activities, giveaways, consumer promotion and events. The company will also engage U.S. consumers through virtual advertisements behind home plate in national broadcasts during postseason games including the League Championship Series and World Series.
“Hankook Tire brings a real passion for baseball and a comprehensive vision to their marketing around our league, teams, and players in the U.S. and beyond,” said Noah Garden, MLB executive vice president of commerce. “As MLB continues to grow our international activities and events, Hankook Tire demonstrates a new model for MLB partners to be able to achieve their goals of reaching millions of baseball fans not only in the U.S. but around the world.”
Hankook Tire joins Barbasol, Kingsford, Mitel, Netspend, Snapple, Supercuts as the seventh new MLB sponsor that has launched a new official partnership with MLB since January.
“Hankook Tire is proud to serve as the official tire of Major League Baseball,” said Hosung Suh, president of Hankook Tire America Corp. “As Hankook Tire rapidly grows its presence in the American market, we are honored to connect with America’s favorite tradition – the dynamic game of baseball.”