Yokohama back for another year of American football

Yokohama Tire Corporation’s sponsorship contract with three high-profile American football teams has been renewed for a further year. The 2011 season is now getting underway and the tyre maker is back as sponsor to the National Football League’s (NFL) Dallas Cowboys, Denver Broncos and Baltimore Ravens. To kick off its return for the new season, Yokohama is holding a “Home Team Pride” programme between September 26 and November 6. During this time consumers can receive a free official replica Cowboys, Broncos or Raven jersey with the purchase of four Yokohama tyres from participating local dealers.

“As in the past, we expect the programme to be a touchdown for our dealers in terms of increasing store traffic and spurring sales,” said Shawn Denlein, Yokohama director of sales, Consumer Products. “Football is one of the most popular sports in America, and we have great success every time elevating brand awareness for Yokohama through our partnerships with the various teams. The response we received last year from the Cowboys, Broncos and Ravens fans was tremendous and we look forward to another winning year as we highlight our line-up of tyres, including the Avid ENVigor and our eco-friendly, orange-oil infused tyre, the dB super E-spec.”

The one-year NFL promotional agreements with each team includes Yokohama-branded signage at the teams’ stadiums; pre-game, post-game and in-game spots on their flagship radio stations; in-stadium displays and in-game announcements on the public address system and on LED boards. Yokohama’s 2011 sports sponsorship programme in the US also includes Major League Baseball (Los Angeles Angels and Philadelphia Phillies) and the National Basketball Association (Boston Celtics and Houston Rockets).