Feb 18, 2010 at 04:49 PM
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Yokohama Reinks With Spurs & Celtics

As part of its 2010 marketing program, Fullerton, California-based tire maker, Yokohama is renewing its sponsorships of the NBA's Boston Celtics and San Antonio Spurs – for the third consecutive year.

“NBA basketball has enormous appeal in the U.S. and globally,” said Shawn Denlein, Yokohama director of sales, Consumer Products. “The championship-caliber Spurs and the Celtics are two of the league’s most popular teams. For Yokohama, the NBA is an excellent platform to showcase our world-class lineup of tires, including ADVAN, S.drive, Parada, Geolandar, AVID – including the all-new AVID ENVigor – and the eco-friendly orange oil-infused dB Super E-spec. All the tie-ins we’re doing with the Spurs and Celtics will be slam dunks with our dealers and their customers in these markets.”

Yokohama will have signage and special events at the AT&T Center in San Antonio and the TD Banknorth Garden in Boston. The partnership includes spots on the teams’ radio networks, presence on the teams’ Web sites and hospitality events for dealers. In addition, heavy radio and television advertising will support the promotion starting in March.

The agreement with the NBA teams enables Yokohama to execute promotions designed to drive traffic to dealers. During the promotion period, consumers can receive an official team jersey with the purchase of four Yokohama tires from participating dealers.

Yokohama also has marketing partnerships with two NFL teams, the Baltimore Ravens and Cleveland Browns, and has L.A.'s college football market cornered with USC and UCLA deals.