Yokohama Continues Concours d’Elegance Sponsorship

Aug. 16, 2016

Yokohama Tire Corp. is a sponsor of the Pebble Beach Concours d’Elegance for the 12th straight year. The car show is set for Aug. 21, 2016.

“It’s been an amazing 12-year partnership with the Pebble Beach Concours, the premier car event in the world,” says Alan Holtschneider, Yokohama’s director of marketing. “The Concours has been the perfect arena to promote our flagship Advan tire brand to consumers.” 

The company’s display, located adjacent to the first tee and near the high traffic main entrance, will feature three of Yokohama’s ultra high-performance Advan tires: the all-season Advan Sport A/S, Advan Sport V105 and Advan Neova AD08R. The new Geolandar A/T G015 tire (for SUVs and full-size pick-up trucks) will also be on display.

Open to attendees Saturday and Sunday, Yokohama’s booth will also include a “Drive to Win” contest with two racing sleds featuring the soon-to-be-released PlayStation 4 video game, Gran Turismo Sport (GT Sport). The driver with the fastest time on Sunday will win a certificate for a free set of four Yokohama high performance, passenger or light truck tires up to 19 inches. Yokohama is a technical partner of Polyphony Digital Inc., the development studio behind Gran Turismo, and provided tire data and expertise to help make the PlayStation racing series one of the most authentic driving simulators ever created. GT Sport launches on Nov. 15, on the PlayStation 4 system.

In addition, the booth will feature a Chelsea football club-themed Porsche GT 911 America on Advan ENV-R2 race tires. Yokohama is the shirt sponsor of the English Premier League soccer team. 

The company says the Pebble Beach Concours sponsorship agreement additionally includes brand name placement on every ticket, ad placement in the event program and participation in a number of Concours-related events and activities. Attendees will be given Yokohama and Pebble Beach Concours co-branded lanyards.

For more information on Yokohama’s product line, visit