Yokohama uses football to promote tires

Aug. 29, 2008

“America loves its football, both on the college and pro level,” says Dan King, Yokohama Tire Corp. vice president of sales. “That’s why we’re once again sponsoring teams to help highlight our lineup of tires, including Advan,, Parada, Geolandar and Avid.

Following its successful marketing ventures with three National Basketball Association teams (the defending champion Boston Celtics, San Antonio Spurs and Golden State Warriors), as well as two Triple-A minor league teams -- the Scranton Yankees and Memphis Redbirds -- Yokohama will be using football as a marketing tool.

A variety of dealer and consumer promotions will be used throughout the professional and college seasons in conjunction with the National Football League’s Baltimore Ravens and Cleveland Browns, as well as two high-visibility college teams -- the UCLA Bruins and USC Trojans.

The first football campaign, the “Home Team Pride” jersey promotion, begins August 30 and runs through Oct. 15, 2008.

The Home Team Pride promotion involves a jersey giveaway where dealers in the specific markets offer free, official replica team jerseys to every customer who buys any four Yokohama tires.

Yokohama will also have signage, product displays and events at the stadiums, plus radio and television spots, presence on the teams’ Web sites and newsletters, and other corporate identifications.

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