Nexen Tire America Inc. plans to leverage its new partnership with Major League Baseball’s Los Angeles Dodgers to help further its marketing efforts, according to CEO Hyeonbong Lee.
The Dodgers are especially famous in South Korea for having fielded Chan Ho Park in the past. Now with Hyun Jin Ryu in its lineup, the number of South Korean fans cheering them on has increased significantly.
Through this partnership, Nexen will gain brand exposure through taking a spot on a rolling billboard placed behind home plate at Dodger Stadium and visible to both on-site fans and those watching on television. That billboard will run throughout the entire 2013 season.
“This partnership with the L.A. Dodgers will serve as a good chance to improve Nexen’s brand image in the American market, as well as enhance the brand’s status significantly,” said Janghwan Lee, Nexen director of global marketing. “We hope the young and energetic image of Nexen can be appreciated by the wide spectrum of American baseball fans that will get to know us through our sports marketing.”