Yokohama roots for Boston and Houston

March 11, 2011

Yokohama Tire Corp. is partnering with two National Basketball Association teams for the fourth consecutive year.

As part of its 2011 marketing program, the Fullerton, Calif.-based tire manufacturer is sponsoring the Boston Celtics for the fourth time, and Houston Rockets for the first time.

“The NBA agreement enables Yokohama to execute promotions designed to drive traffic to dealers,” says Shawn Denlein, Yokohama's director of sales for consumer products.

“One of the most popular and successful promotions is the ‘Home Team Pride’ program. During the March 12 through April 30 promotion period, consumers can receive an official Boston Celtic team shooting shirt or a Houston Rockets Clyde Drexler throwback jersey with the purchase of four Yokohama tires from participating dealers.”

Yokohama’s NBA sponsorship also includes:

* usage rights of the teams’ logos,

* having “official partner status,” and

* signage and special events at the Toyota Center in Houston and the TD Banknorth Garden in Boston. The partnership includes spots on the teams’ radio networks, heavy television advertising, presence on the teams’ websites and hospitality events for dealers.

“Sports sponsorships, like the one with the NBA, make sense for Yokohama and our dealers because they capitalize on fan loyalty to increase brand awareness,” says Denlein.

The NBA sponsorships follow successful 2010 marketing partnerships with three NFL teams -- the Dallas Cowboys, Baltimore Ravens and Denver Broncos -- and one Major League Baseball team, the Los Angeles Angels.

For more information on Yokohama’s product lines, visit