The tiremaker hopes to use the sponsorship to help highlight its Geolandar line of light truck tires.
As part of the sponsorship, Yokohama’s brand will appear at select obstacle course races across the U.S. in 2017. This includes the five Spartan Race U.S. Championship Series events that will air on NBC Sports Network and the 2017 Reebok World Championship on NBC, the tiremaker said.
Spartan Race participants competing on the obstacle course in the “Yokohama Tire Flip” will also use Yokohama tires. Spectators can try their hand at flipping tires by stopping by Yokohama’s booth at each race.
“Spartan Race is known worldwide for its incredibly demanding obstacle race events,” said Fardad Niknam, Yokohama Tire director of LTR segment development. “Spartan Race fans are gritty, fearless and intensely passionate. Their community keeps growing and we believe they’re the perfect audience to interact with our tires, which, like the Spartan athletes, are strong, tough and durable. We can’t wait to see them at U.S. Spartan Race events in the Yokohama Tire Flip or at our booth.”