Kumho Tire extends USA basketball sponsorship

Two new partnerships have deepened Kumho Tire USA’s engagement with the NBA. In separate agreements, the company has become the new official tyre of the Atlanta Hawks and the Charlotte Hornets.

The multi-year Hawks deal provides for co-branding through the team’s in-arena, television and radio assets as well as the creation of exclusive digital content focused on the Hawks’ away game schedule, featuring game recaps and unique stories around Hawks road trips throughout the season.

“The Atlanta Hawks have captured the sports passion of Atlanta and their ability to create deep personal engagement with the fans on the court and off is the gold standard in the league,” said Harry Choi, chief executive officer of Kumho Tire USA. “We are thrilled to align our brands, not only at home games in Philips Arena, but on the road as Kumho Tire will deliver the fans amazing content around the team’s travels.”

Becoming the official tyre and exclusive tyre partner of the Charlotte Hornets gives Kumho Tire a presence on signage around the Hornet’s home arena, the rights to use team logos and marks and hospitality opportunities. The signage includes permanent back-lit signs on two corner board panels, as well as an arena takeover during the fourth quarter of games with a performance-related feature on the centre-hung scoreboard and simultaneous branding on the 360 LED boards, scorer’s table, basket stanchion LED boards and corner board digital screens. Kumho’s logo will also appear on the scoreboard during fourth quarter replays, and on courtside rotational and basket stanchion signage. The affiliation also gives Kumho significant access to the Hornets loyal fan base by engaging and interacting with them through a prevalent digital and social media presence.

“Kumho Tire is exhilarated to be the Official Tire of the Charlotte Hornets,” said Choi. “Adding the Hornets to our roster of quality teams further amplifies our partnership with the NBA and expands our presence throughout the Southeast, where we are proud to call our home court as our US Headquarters is located in this region. Kumho Tire’s passion for the sport of basketball drives our commitment to deliver exceptional brand experiences and unique activations that effectively engage and connect with local communities and loyal fans, whether at home or on the road.”

In 2014, Kumho Tire became the official tyre sponsor of the National Basketball Association, and the company recently announced an extension of its league partnership. Kumho Tire is also the Official Tire of the NBA Development League, and is the presenting sponsor of the 2017 NBA Development League All-Star Game.