Kumho Tire U.S.A. Inc. says it is fully committed to its sports marketing platform. To prove it, the company recently signed on as the "official tire" of the National Basketball Association’s two most high-profile teams for the second consecutive year.
The Los Angeles Lakers and the Miami Heat are part of a Kumho stable of partnerships that include the NFL’s New York Jets and Buffalo Bills; the United States Soccer Federation's men's and women's teams; and the University of Southern California college football team.
Some of the advertising elements included with the Los Angeles Lakers partnership are in-arena signage (including the center scorer’s table), LED ribbon, the main scoreboard lower halo ring and Kumho video spots played on the main scoreboard. There also will be celebrity signature contests on full-page Kumho ads placed in Lakers game programs; digital advertisements on Lakers.com and Facebook; an ad ad on ESPN radio; and more.
Integrated exposure opportunities with the Miami Heat include many of the same elements, plus a dedicated Kumho "fan zone" concession area in the American Airlines Arena; concourse area television signage and commercials; and Heat player and dancer appearances throughout the season.
“Kumho Tire U.S.A. has seen a tremendous impact from our current sports marketing activities," says Rick Brennan, vice president of marketing. "Our brand awareness has grown significantly over the last two years from our activities, and we plan on continuing our efforts in 2012.”
Kumho’s sports marketing platform has been extended globally; many of its overseas offices are partnering with sports properties to increase brand awareness and integrate dealers into their efforts.
1. Kumho Canada: Vancouver Canucks NHL hockey team.
2. Kumho Europe: Hamburger SV soccer team in Germany’s Bundesliga League; SK Rapid Wien soccer team in the Austrian Football (Soccer) League.
3. Kumho Australia: Adelaide Crows soccer team in the Australian Football (Soccer) League.
For more information about the company and its products, visit www.kumhotireusa.com.
