Kumho teams with Kobe, Dwayne and LeBron
Kumho Tire U.S.A. Inc. is sponsoring two of the premier teams in the National Basketball Association (NBA): the Los Angeles Lakers and the Miami Heat. By association, the company also is teaming with Kobe Bryant, Dwayne Wade and LeBron James.
“Both teams have a huge following of passionate, enthusiastic fans that won’t settle for anything less than the best performance on the court," says Rick Brennan, Kumho’s vice president of marketing.
The sponsorship agreements with the two teams vary somewhat. The key marketing elements for each team are:
1. Los Angeles Lakers -- courtside scorer’s table signage; bottom ring and corner board positions on the Lakers’ brand new HD scoreboard; a full-page color ad in the Lakers’ official game program; and LED ribbon signage at the Lakers’ home court, Staples Center.
On-site activation and dealer involvement will be significant factors in the partnership, with lobby booth nights to interact with fans, player appearances at Kumho’s dealer partner locations and suite nights for Kumho’s valued dealer body.
(This is the second sponsorship the Lakers have made within the tire industry in the last month. See "Discount Tire Centers relies on Kobe Bryant.")
2. Miami Heat -- scorer’s table signage in the Heat’s new LED electronic system; 360-degree LED fascia that encompasses LED ribbons as well as the center scoreboard; video branding on the main scoreboard for key replays; and 30-second spots on in-arena video boards.
Kumho Tire will also have a dedicated Kumho Fan Zone area at high-tech American Airlines Arena with 100% Kumho branding and various elements such as an interactive photo booth, interactive games and video screens to watch the Heat games and Kumho ads. Suite nights for Kumho’s valued dealers and multiple player appearances round out the sponsorship package.
Kumho's sports marketing efforts include sponsorships with the Manchester United soccer team in the English Premier League and five college football programs: the University of Southern California, University of Texas, University of Tennessee, University of Florida and Ohio State University.
Both the Lakers, led by Bryant, and Heat, led by Wade and James, "have the talent, the drive, and the work ethic to become world champions this season," says Brennan. "We at Kumho Tire value these characteristics as well as we strive to become a top global brand in the tire industry.”