Yokohama Tire expands baseball sponsorship with Phillies deal

Yokohama Tire Corporation has added a second Major League Baseball team to its US sport sponsorship portfolio after signing an agreement with the Philadelphia Phillies. Included in the Phillies sponsorship deal is Yokohama signage in strategic positions, such as behind the home plate and on the first and third base lines, pre-game, post-game and in-game spots on the Phillies flagship radio station throughout the season, in-stadium displays and in-game announcements on the public address system and LED scoreboard.

“The sponsorship is designed to drive consumer traffic to our dealers,” commented Shawn Denlein, Yokohama director of sales, Consumer Products. Denlein added that Yokohama’s first sports sponsorship within the Philadelphia market was a natural fit. “Because of the strong dealer support in the area, we can build brand awareness among consumers and at the same time engage dealers to promote Yokohama.”

Along with the Phillies, Yokohama’s 2011 sports marketing partnerships include the Los Angeles Angels baseball team, and the NBA basked ball teams Boston Celtics and Houston Rockets. Yokohama also sponsored three NFL teams in 2010: the Dallas Cowboys, Baltimore Ravens and Denver Broncos. “Sports sponsorships provide dynamic brand visibility and are a perfect platform to promote our line-up of tyres,” Denlein continued. “Partnering with a team like the Phillies, which has dedicated, loyal fans, will allow our dealers to generate store traffic and create local consumer excitement within the community.”