Kumho begins NBA basketball partnership

Kumho Tire and North America’s National Basketball Association (NBA) have entered into a new multiyear marketing partnership that will make Kumho the official tyre of the NBA and NBA Development League (NBA D-League) in the US and South Korea. This is the first official tyre partnership for both leagues and is Kumho Tire’s first partnership with a US sports league.

As part of this partnership, Kumho Tire will receive brand exposure during the ‘NBA All-Star’ event in New Orleans, providing significant national exposure over the course of several nights. Kumho Tire will also be the presenting partner of the NBA D-League All-Star Game. The NBA D-League is introducing new uniforms for its All-Star Game this year and the Kumho Tire logo will feature prominently on the jerseys. Kumho Tire will also have on-court brand decals, be integrated across social and digital media assets, and have branding on courtside signage, pole pads, and stanchions during the NBA D-League All-Star Game. Kumho Tire also will act as the presenting partner of the NBA FIT Court at NBA All-Star Jam Session.

“Our new partnership with Kumho Tire will tip off in a big way at NBA All-Star, as we will be showcasing our new alliance during one of the most exciting times of the year,” said Emilio Collins, NBA Senior vice-president, Global Marketing Partnerships. “Kumho Tire is a global brand, and we are looking forward to creating programmes that will engage fans of both the NBA and NBA D-League through new themed advertising, custom content, and activities at marquee league events throughout the season.”

“Kumho Tire could not be more excited to explore new horizons with such a formidable entity as the NBA,” commented Harry Choi, president and CEO of Kumho Tire North America. “Kumho Tire has most recently spent our efforts on building an even stronger foundation with our industry partners. We are confident this partnership with the NBA will showcase a new leaf for Kumho Tire that we are here to be aggressive competitors, supportive industry partners to our dealers and distributors, as well as a high-quality and recognisable brand amongst consumers. Kumho Tire is proud to be a part of the NBA family, cheering on our favorite teams, and we look forward to the exponential gain both our companies will obtain through this new venture.”

During the NBA Playoffs, Kumho Tire will present the ‘NBA Playoffs Playbacks’ series on American sports channel NBA TV. Titled ‘NBA Playoffs Playbacks presented by Kumho Tire’, this airtime will replay the most exciting and compelling matchups from the NBA Playoffs in a condensed 60-minute format. Kumho Tire will also receive exposure through courtside signage throughout the season, and will develop NBA-themed advertising for the North American market.