Yokohama Marketing to Tyre Connoisseurs
As one of the world’s top ten tyre manufacturers distributing premium brands, Yokohama are aware of the marketing opportunities for the sector in conjunction with motorsport. The company has a history of over fifty years supporting various motorsport events worldwide, and now has provider agreements in place with such prestigious events as the Intercontinental Rally Challenge and 24 Heures Du Mans in addition to control tyre supplier exclusivity for the Formula Master Series and the Fédération Internationale de l’Automobile-accredited World Touring Car Championship. T&A visited the manufacturer at the latter competition for its 13th and 14th rounds at Brands Hatch on 27 July with the question in mind: how exactly does this sort of event partnership help Yokohama sell more tyres?