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Play ball! Hankook maximizes marketing initiatives

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Play ball! Hankook maximizes marketing initiatives

Ya gotta love sports marketing. It seems like all the tire manufacturers do.

They have tied their brands to sports teams or events in some way. Bridgestone at the Super Bowl. Kumho at Los Angeles Laker games. Maxxis at the Australian Open, to name a few.

Racing involvement certainly counts. There's Goodyear with NASCAR, and Pirelli with Formula One. General at Baja. And, of course, Falken and Yokohama at the grassroots level.

There are more examples. Look for the details in Modern Tire Dealer's November issue.

In the meantime, MTD Editor Bob Ulrich recently saw Hankook's strategy in action at a Detroit Tigers home baseball game in Comerica Park. (Interestingly, while there was plenty of Hankook signage throughout the stadium, the scoreboard also promoted both the Firestone brand and Belle Tire Distributors.)

To read about his experience, click on "Hankook sure knows how to maximize its sports marketing initiatives." And let us know what you think about sports marketing involvement by leaving a comment!

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