Yokohama Tire Corp. will sponsor the San Antonio Spurs and Boston Celtics professional basketball teams for the second season in a row.
The sponsorship agreements "will enable Yokohama to execute promotions designed to drive traffic to dealers," say Yokohama officials.
Yokohama will display signs and hold special events, including hospitality events for tire dealers, at Spurs and Celtics games.
"Heavy radio and television advertising will support the promotion starting in March."
Bob Ulrich was named Modern Tire Dealer editor in August 2000. He joined the magazine in 1985 as assistant editor, and has been responsible for gathering statistical information for MTD's "Facts Issue" since 1993.