Kumho Tire U.S.A. Inc. is serving as an associate sponsor of ESPN´s X Games event this week.
The X Games, which take place Aug. 5-8 in Los Angeles, Calif., will include 14 hours of skateboard competitions, bicycle stunts and other events.
Kumho´s on-site presence at the X Games "gives us a chance to interact with many people who don´t know much about Kumho," says Mike Leverington, Kumho´s director of marketing.
Kumho also will run ads during X Games telecasts and on ESPN´s Web site.
"The television exposure is equally attractive because there are several hours of live coverage, and the broadcasts attract viewers in the 18 to 34 age bracket."
Last January, Kumho co-sponsored the Winter X Games in Aspen, Colo., which "exposed us to new audiences on TV and in person," according to Rick Brennan, Kumho brand manager.
"The X Games are a good fit for Kumho because they promote extreme performance, and our tires have become well known for their extreme performance," he says.
