Yokohama Tire Corporation has added one of Major League Baseball’s most dominant teams – the Philadelphia Phillies – to its line-up of sports teams in 2011.
“The sponsorship is designed to drive consumer traffic to our dealers,” said Shawn Denlein, Yokohama director of sales, Consumer Products. The sponsorship agreement includes a combination of signage behind 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.
One of the promotions is the “Home Team Pride” program, which runs through June 12. “During the promotional period, consumers can receive a free official replica Phillies jersey with the purchase of four Yokohama tires from participating dealers,” said Denlein. “In terms of spurring sales, we expect it to be a home run for our dealers.”
Denlein said 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 Boston Celtics and the Houston Rockets from the NBA. 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 tires, including the AVID® ENVigor™ and the eco-friendly, orange-oil infused dB Super E-spec™,” continued Denlein. “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.”
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