Yokohama adds Cowboys to Sponsorship Corral

Visitors to the Dallas Cowboy’s recently completed 280,000 square metre Cowboys Stadium will bask in Yokohama Tire’s corporate presence following the signing of a one-year sponsorship agreement between the club and tyre maker. The deal includes stadium, pre-game, post-game and in-game spots on the team’s flagship radio station; in-stadium displays and in-game announcements on the public address system and on LED boards. Yokohama Tire Corporation will also be able to take advantage of hospitality opportunities at select games, and the tyre maker will partner with the team on its travelling Dallas Cowboy Museum Tour truck, which goes to more than 100 events per year.

“We’ve had great success the last few seasons with our sports marketing program,” said Dan King, Yokohama vice president, sales and marketing, “but we’ve really raised the bar by partnering with the highly visible Dallas Cowboys. They have a huge, passionate fan base in Texas and across the US. They truly are America’s Team.

“Our sponsorship agreement is going to generate excitement, foot traffic and sales for our dealers. These types of sports sponsorship programs offer far-reaching brand visibility and are a great avenue to promote our line-up of tyres,” King added. “With the agreement, Yokohama has now secured 2010 sponsorship deals with the NFL, Major League Baseball (Los Angeles Angels) and National Basketball Association (Boston Celtics and San Antonio Spurs). More are to come. We’ll have an announcement in a few weeks on other NFL teams we’re partnering with.”