Yokohama Boosts Sports Marketing
The agreement gives the Tokyo-based tire company a brand presence behind home plate and on the first and third base lines. The tire maker also gets pre-game, post-game and in-game spots on the Phillies flagship radio station throughout the season and in-stadium displays and in-game announcements on the public address system and LED scoreboard, per a statement from the company.
Yokohama will run a promotion called"Home Team Pride" through June 12, giving consumers a free official replica Phillies jersey with the purchase of a set of tires from participating dealers.
Shawn Denlein, the company's director of sales and consumer products 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."
The company is also sponsoring 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.
Said 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."
Recent Marketing Daily Articles
-
Ford Launches European Campaign May 23, 1:36 p.m.
Ford of Europe is backing the 2013 UEFA Champions League Final football match and launching a ... -
Study: Social Media Driving CSR May 23, 11:32 a.m.
With tax evasion and third-world factory collapses dominating headlines, a new study on the role of ... -
Mondelez Goes Social, AR In Band-Tour Sponsorship May 23, 8:14 a.m.
In two firsts for the company, Mondelez International is using a fan as a social media ... -
Beer Category Grows Most In Brand Rankings May 23, 12:40 a.m.
Beer was the highest growth category in this year’s BrandZ rankings -- up 36% year-over-year, according ... -
Saks Soars; Target Misses May 22, 6:10 p.m.
It’s a buzzy week for retailers. While mass chains such as Target and Lowe’s say the ... -
Cricket Makes More From Less May 22, 4 p.m.
Prepaid wireless carrier Cricket Communications is taking direct aim at customers of the larger, post-paid companies ... -
Seattle's Best Promos New Drive-Thru Format May 22, 3:43 p.m.
Seattle’s Best Coffee has simultaneously opened 10 “drive-thrus” in the Dallas/Fort Worth area. This marks the ... -
Balance Bar Unveils 1st National TV Ads In 10+ Years May 22, 6:26 a.m.
Balance Bar -- one of America’s first nutrition/energy bar products (launched in 1992) -- is looking ... -
Crowne Plaza Measures PGA Tour Sleep Habits May 21, 11:21 p.m.
Just in time for the Crowne Plaza Invitational at Colonial tournament this week, Crowne Plaza Hotels ... -
Dodge Goes Social With 'Defiance' May 21, 4:44 p.m.
Chrysler LLC's Dodge, which has category-exclusive sponsorship of the "Defiance" TV show and online game for ...
Be the first to comment on "Yokohama Boosts Sports Marketing"
Leave a Comment