• May 16, 2011

Yokohama Tire has signed on to sponsor the Philadelphia Phillies.

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."