Yokohama Renews Sponsorship With Celtics, Spurs

As part of its 2010 marketing program, Yokohama Tire Corp. is sponsoring two of the NBA’s top teams – the Boston Celtics and San Antonio Spurs – for the third consecutive year, says Tire Review. “NBA basketball has enormous appeal in the US and globally,” said Shawn Denlein, Yokohama director of sales, consumer products, “and the championship-caliber Spurs and the Celtics are two of the league’s most popular teams. For Yokohama, the NBA is an excellent platform to showcase our world-class lineup of tyres, including ADVAN, S.drive, Parada, Geolandar, AVID – including the all-new AVID ENVigor – and the eco-friendly orange oil-infused dB Super E-spec. All the tie-ins we’re doing with the Spurs and Celtics will be slam dunks with our dealers and their customers in these markets.”

Yokohama will have signage and special events at the AT&T Center in San Antonio and the TD Banknorth Garden in Boston. The partnership includes spots on the teams’ radio networks, presence on the teams’ websites and hospitality events for dealers. In addition, heavy radio and television advertising will support the promotion from 1 March to 17 April for the Spurs and 15 March through 1 May for the Celtics, the company said. During the promotion period, consumers can receive an official team jersey with the purchase of four Yokohama tyres from participating dealers. The NBA sponsorships follow successful marketing partnerships with two NFL teams, the Baltimore Ravens and Cleveland Browns, plus high-visibility college football teams USC and UCLA, according to Yokohama.