Yokohama Tire Corp. has partnered with the NBA for the fourth consecutive year, and is now sponsoring both the Boston Celtics and the Houston Rockets.
According to Shawn Denlein, Yokohama director of consumer product sales, “The NBA agreement enables Yokohama to execute promotions designed to drive traffic to dealers. One of the most popular and successful promotions is the ‘Home Team Pride’ program. During the March 12 through April 30 promotion period, consumers can receive an official Boston Celtic team shooting shirt or a Houston Rockets Clyde Drexler throwback jersey with the purchase of four Yokohama tires from participating dealers.”
Yokohama’s NBA sponsorship also includes usage rights of the teams’ logos, having “official partner status,” as well as signage and special events at the Toyota Center in Houston and the TD Banknorth Garden in Boston. The partnership includes spots on the teams’ radio networks, heavy television advertising, presence on the teams’ websites and hospitality events for dealers.
