Kumho Tire USA Inc. is strengthening its brand in its American hometown of Atlanta, Ga. The tire company has entered into a multi-year partnership with the NBA's Atlanta Hawks as the team's official tire.
The agreement provides for co-branding through the team’s in-arena, television and radio assets, as well as the creation of exclusive digital content focused on the Hawks’ away game schedule featuring game recaps and unique stories around Hawks road trips all season.
Kumho joins other Atlanta-based corporations in forging marketing alliances with the NBA team known for its unique approach to millennial marketing, including an award-winning social media voice, nationally recognized creative promotions as well as extensive business connectivity throughout the city.
In 2015 Kumho made downtown Atlanta the home of its U.S. headquarters operations, relocating from California, and in May 2016 the company opened its first U.S. manufacturing plant nearby in Macon, Ga.
“The Atlanta Hawks have captured the sports passion of Atlanta and their ability to create deep personal engagement with the fans on the court and off is the gold standard in the league,” says Harry Choi, CEO of Kumho Tire USA. “We are thrilled to align our brands, not only at home games in Philips Arena, but on the road as Kumho Tire will deliver the fans amazing content around the team’s travels.”
In 2014 Kumho Tire became the official tire sponsor of the NBA, the first ever for a global tire maker, and the company has since announced an extension of that league partnership. Kumho also sponsors major events like the NBA All-Star Game and NBA Playoffs.
“Kumho Tire is a tremendous brand with global reach that also believes in connecting on a local level,” says Andrew Saltzman, executive vice president and chief revenue officer of the Atlanta Hawks and Philips Arena. “Their support of the NBA on a league level and now the Hawks as their hometown team is a fantastic commitment to the sport of basketball, investment in the local business community and being True to Atlanta.”
For more information on Kumho Tire USA, Inc. and its products, please visit www.KumhoTireUSA.com.
