Yokohama title sponsor of LPGA Classic golf tournament

For years, Yokohama Tire Corporation (YTC) has utilised football, basketball and baseball as the backbone for its sports marketing programme. This year, Yokohama Rubber’s US subsidiary has added a Ladies Professional Golf Association (LPGA) tournament to its sponsorship portfolio, becoming the title sponsor of the inaugural Yokohama Tire LPGA Classic. The event takes place between 18 and 21 September in Prattville, Alabama, will feature many of the top women golfers in the world, including Stacy Lewis, Lexi Thompson, Cristie Kerr, Brittany Lincicome and Morgan Pressel.

“This tournament provides an excellent venue for Yokohama to place our brand in front of a new audience,” said Andrew Briggs, YTC’s director, marketing and product planning. “Working with the LPGA and RTJ Golf Trail has helped maximise our visibility, promote our full tyre line-up and ultimately expand our sports marketing portfolio.”

Briggs added that “sports marketing is a perfect way to build our brand while partnering with our dealers. Our approach has resulted in expanded awareness that ultimately drives consumers to our dealers.”

Besides the LPGA sponsorship, Yokohama’s 2014 sports marketing programme includes partnerships with the National Basketball Association’s Los Angeles Clippers; the National Football League’s Indianapolis Colts and Baltimore Ravens; and Major League Baseball’s Los Angeles Angels, New York Yankees and Cincinnati Reds.