Kumho Tire USA Inc. and the National Basketball Association (NBA) have agreed to extend their multiyear extension marketing partnership in the U.S., Canada and Korea.
The relationship began in 2014 when Kumho became a tire partner of the NBA and NBA Development League (NBA D-League).
To help extend its association with the NBA, Kumho says it will introduce the "Handles" marketing campaign, which aligns on-court ball handling to the critical role its tires play off the court. Debuting at the beginning of the 2016-17 season, the Handles platform will drive Kumho’s season-long digital and social fan programming.
Kumho will continue to serve as the presenting partner of the NBA D-League All-Star Game, with the brand prominently featured on jerseys, on the court and through courtside signage. Kumho will also have brand presence at the NBA All-Star Game.
“The partnership with the NBA, the top professional basketball league, will help further boost our brand recognition and name value as a global tire maker not only in the United States but also in the rest of the world,” says Harry Choi, president and CEO of Kumho Tire USA.
The partnership with Kumho has been deeply integrated into the NBA and NBA D-League, according to Kerry Tatlock, NBA senior vice president, global partnerships. “Our extended partnership gives us even more opportunity to collaborate on fan experiences and offerings, and to tell great stories together through an all-new digital series.”
The expanded partnership also includes increased promotional efforts, which provide customers and dealers access to unique experiences throughout the season, including at marquee NBA and NBA D-League events.
For more information on Kumho and its products, visit www.KumhoTireUSA.com.