Yokohama Tire Corp. has signed sponsorship deals with National Basketball Association (NBA) teams the San Antonio Spurs, the Boston Celtics and the Golden State Warriors.
The basketball sponsorships follow successful partnerships with three National Football League teams -- the Baltimore Ravens, the Cleveland Browns and the Atlanta Falcons -- as well as college-level sponsorships, say Yokohama officials.
"NBA basketball is popular on a global level, making it a great venue to showcase our world-class lineup of tires, including ADVAN, S.driveT, Parada, Geolandar, and AVID," says Yokohama Vice President of Sales Dan King.
Yokohama says the NBA deal will allow it to "execute promotions that will drive traffic to dealers. For example, there will be a special NBA jersey giveaway where dealers in the specific markets offer free, authentic replica team jerseys to every customer who buys four tires.
"Yokohama will also have signage, product displays and special events at the basketball arenas, plus radio spots, presence on the teams' Web sites and newsletters, hospitality events for dealers and other corporate identifications."
