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Yokohama signs marketing deal with Cowboys

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Yokohama signs marketing deal with Cowboys

Yokohama Tire Corp. and the Dallas Cowboys have signed a one-year agreement that will see Yokohama signage displayed at the team's stadium, which opened last year.

The deal also includes pre-game, post-game and in-game spots on the Cowboys' flagship radio station; in-stadium displays and announcements during games; and hospitality opportunities.

Yokohama also will partner with the Cowboys on the team's traveling Dallas Cowboys Museum Tour truck, which travels to more than 100 events each year.

"We've had great success the last few seasons with our sports marketing programs," says Dan King, Yokohama vice president, sales and marketing.

"Our sponsorship agreement is going to generate excitement, foot traffic and sales for our dealers. These types of sports sponsorship programs offer far-reaching brand visibility and are a great avenue to promote our line-up of tires."

With this agreement, Yokohama has secured 2010 sponsorship agreements with the National Football League (NFL), Major League Baseball (the Los Angeles Angels) and the National Basketball Association (the Boston Celtics and San Antonio Spurs).

"More are to come," notes King. "We'll have an announcement in a few weeks on other NFL teams we're partnering with."

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