Yokohama re-ups with Houston's Rockets

March 13, 2012

Yokohama Tire Corp. is partnering with the National Basketball Association’s Houston Rockets for the second consecutive year.

The company is leveraging its sponsorship with the "Home Team Pride" promotion. From March 15 through April 30, 2012, consumers will receive an $85 gift card to the Rockets’ Pro Shop with the purchase of four Yokohama tires from participating local dealers.

“This partnership with the Rockets will enable Yokohama to execute promotions designed to drive foot traffic to local dealers,” says Shawn Denlein, Yokohama's director of consumer tire sales. “The tie-in will score with our dealers and their customers in this market.”

As the Official Tire of the Houston Rockets, Yokohama will receive significant media exposure, including:

* spots on the team’s radio network and team website;

* in-arena signage at the Toyota Center in Houston; and

* usage of the team’s logo for the "Home Team Pride" promotion.

“Sport sponsorships offer far-reaching brand visibility and capitalize on fan loyalty,” says Denlein. “They also allow us to showcase our world-class line-up of tires, including the new orange oil-infused AVID Ascend, the ADVAN and the Geolandar A/T-S.”

In addition to the Rockets, Yokohama’s 2012 sports sponsorships also include deals with two Major League Baseball teams (Los Angeles Angels of Anaheim and Philadelphia Phillies) and three National Football League teams (Dallas Cowboys, Baltimore Ravens and New England Patriots).

For more information on Yokohama’s product line, visit