Yokohama Tire Corporation has partnered with the National Basketball Association's (NBA) Boston Celtics for the fourth consecutive year, as part of Yokohama's 2011 sports marketing program.
"The agreement with the Celtics enables Yokohama to execute promotions designed to drive traffic to dealers," said , Shawn Denlein, Yokohama director of sales, Consumer Products. The effort
includes "Home Team Pride" program, running through April 30. During that period, consumers in Boston and northern New England can receive an official Boston Celtics team shooting shirt with the
purchase of four Yokohama tires from participating dealers.
Yokohama also gets usage rights of the team's logo, "official partner status," and signage and special events at the TD Banknorth
Garden in Boston. The partnership also includes spots on the team's radio network, television advertising, presence on the team's website and hospitality events for dealers.
"Sports
sponsorships, like the one with the Celtics, make sense for Yokohama and our dealers because they capitalize on fan loyalty to increase brand awareness," said Denlein, in a statement. "The NBA has
proven to be an ideal partner."
Last year Yokohama partnered with NFL teams the Dallas Cowboys, Baltimore Ravens and Denver Broncos, plus Major League Baseball's Los Angeles Angels.