Yokohama Sponsors New US Events

Yokohama Tire’s ADVAN tyre has been made the official tyre sponsor of Hooked on Driving, an advanced driving instructional program for drivers of high-performance cars. The tyre has also been made the event sponsor of Hooked on Driving’s two upcoming events at Buttonwillow Raceway Park, Buttonwillow, California on 18 July and Spring Mountain Raceway, Nevada on 5 September.

The director of the brand, Jim Mayfield, commented that the event was the perfect platform for the brand, as the drivers and enthusiasts of high-performance vehicles would be the main target market for the ADVAN. He also stressed the brand’s “race heritage” as a key factor in determining it’s sponsorship strategy.