Yokohama Tire Corp. has signed a multi-year agreement designating the Yokohama brand as the "Official Tire of the L.A. Auto Show." The sponsorship deal begins with the 2006 L.A. Auto Show, to be held Jan. 6-15 at the Los Angeles Convention Center.
Yokohama views the L.A. Auto Show as "an ideal opportunity to communicate strategic corporate messages to several audiences," says Jim MacMaster, executive vice president of Yokohama's Business Division.
"The show has been growing steadily in stature worldwide, attracting key influencers within the automotive industry, prominent media and it draws a million consumers. That's why it's a perfect venue to tell the Yokohama story and highlight ADVAN, our newly launched ultra-high performance tires, as well as all our other lines."
According to the sponsorship agreement, Yokohama will have a "significant presence" at the show. The tire company will have an eye-catching display spanning more than 85 feet near the entrance of West Hall, featuring vehicles and products. Yokohama is also the title sponsor of the media center, which has been renamed "Yokohama Media Center."
