Yokohama Tire Extends NFL Sponsorship Commitment
For those of us raised with a good working knowledge of the offside and LBW rules, American football can sometimes appear an unfathomable mystery. But there’s no denying it’s hugely popular on the other side of the Atlantic, and Yokohama Tire Corporation is keenly aware of this. In July the tyre maker signed a one-year sponsorship agreement with the Dallas Cowboys, and now it has added two more National Football League teams to its collection: the Denver Broncos and Baltimore Ravens.
As with the Cowboys’ deal, the sponsorship of the Broncos and Ravens is designed to generate store foot traffic and sales for Yokohama dealers. The one-year promotional agreements include Yokohama-branded signage at the teams’ stadiums; pre-game, post-game and in-game spots on their flagship radio stations; in-stadium displays and in-game announcements on the public address system and on LED boards; as well as hospitality opportunities at select games.
“Pro football is the number one sport in America,” said Dan King, Yokohama vice president, sales and marketing. “And we’ve had tremendous success partnering with NFL teams the last few seasons. We think our line-up this season, with the Cowboys, Broncos and Ravens is our best ever and will significantly elevate brand awareness for our line-up of tyres, including the new Avid ENVigor, as well as our eco-friendly, orange-oil infused dB Super E-spec. ”
Along with the three NFL teams, Yokohama’s 2010 sponsorship programmes include the Los Angeles Angels baseball team and the Boston Celtics and San Antonio Spurs, both part of the National Basketball Association.