Yokohama Tire Corp. has added the Philadelphia Phillies to its lineup in 2011. The sponsorship is designed to drive consumer traffic to Yokohama dealers, according to Shawn Denlein, director of sales for consumer products.
“Because of the strong dealer support in the area, we can build brand awareness among consumers and at the same time engage dealers to promote Yokohama.”
The sponsorship agreement includes:
* a combination of signage behind home plate and on the first and third base lines;
* pre-game, post-game and in-game spots on the Phillies flagship radio station throughout the season; and
* in-stadium displays and in-game announcements on the public address system and LED scoreboard.
One of the promotions is the “Home Team Pride” program, which runs through June 12.
“During the promotional period, consumers can receive a free official replica Phillies jersey with the purchase of four Yokohama tires from participating dealers,” says Denlein. “In terms of spurring sales, we expect it to be a home run for our dealers.”
The deal with the Phillies is Yokohama's second with a Major League Baseball team this year.The company also is helping the Los Angeles Angels celebrate the team's 50th anniversary this year.
Yokohama also partnered two National Basketball Association teams, the Boston Celtics and the Houston Rockets, during the 2010-2011 season.
For information on Yokohama’s product line, visit www.yokohamatire.com.
