Fourth US football deal for YTC
Yokohama Tire Corporation has entered into a multi-year sponsorship deal with US National Football League (NFL) team the Chicago Bears. After signing this sponsorship agreement, Yokohama now supports four NFL teams for the 2012 season, the others being the Dallas Cowboys, New England Patriots and Baltimore Ravens.
According to Fred Koplin, Yokohama Tire Corporation’s director of marketing communications, the tyre maker’s partnership with an NFL franchise in Chicago will give it increased brand awareness in the United States’ third largest media market, which will help drive consumers to their local dealers. “Our agreement provides Yokohama with significant brand exposure, including television and radio spots, in-stadium presence and promotions rights,” he explained. “In addition, Yokohama is running brand advertising on TV within the Chicago market this summer and into fall, coinciding with our promotion period.
“Our football sponsorships have been highly successful,” added Koplin. “Being with the Bears means being in front of their huge, passionate fan base, which can only give the Yokohama name strong visibility. This ultimately leads to sales. The sponsorship is a great avenue to promote our line-up of tyres.”