Kumho Tire U.S.A. Inc. and the National Basketball Association (NBA) have signed a multiyear marketing partnership that will make Kumho the official tire of the NBA and NBA Development League (NBA D-League) in the United States and South Korea.
This is the first official tire partnership for both leagues and is Kumho's first partnership with a U.S. sports league.
As part of this partnership, Kumho Tire will:
* have an array of unique branding during the upcoming NBA All-Star game activities in New Orleans, including oncourt brand decals;
* be the presenting partner of the NBA D-League All-Star Game. The NBA D-League will introduce new all-star game uniforms prominently featuring the Kumho logo.
"Our new partnership with Kumho Tire will tip off in a big way at NBA All-Star, as we will be showcasing our new alliance during one of the most exciting times of the year,” says Emilio Collins, NBA senior vice president, global marketing partnerships. “Kumho Tire is a global brand, and we are looking forward to creating programs that will engage fans of both the NBA and NBA D-League through new themed advertising, custom content, and activities at marquee league events throughout the season.”
“Kumho Tire has most recently spent our efforts on building an even stronger foundation with our industry partners," says Harry Choi, CEO and president of Kumho Tire North America. "We are confident this partnership with the NBA will showcase a new leaf for Kumho Tire that we are here to be aggressive competitors, supportive industry partners to our dealers and distributors, as well as a high-quality and recognizable brand amongst consumers."
During the NBA Playoffs, Kumho will present the “NBA Playoffs Playbacks” series on NBA TV, which is available in 60 million U.S. homes. “NBA Playoffs Playbacks presented by Kumho Tire” will replay the most exciting and compelling matchups from the NBA Playoffs in a condensed 60-minute format, giving fans access to the best playoffs games. Kumho Tire also will receive national exposure through courtside signage throughout the season, and will develop NBA-themed advertising.
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.