FULLERTON, Calif. (Feb. 23, 2010)—Yokohama Tire Corp. will continue its sponsorship 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, and the championship-caliber Spurs and the Celtics are two of the league's most popular teams,” said Shawn Denlein, Yokohama director of sales, consumer products.
Yokohama will have arena 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 tire dealers.
Radio and television advertising will support the promotion starting March 1-April 17 for the Spurs and March 15-May 1 for the Celtics.
During the promotion period, consumers can receive an official team jersey with the purchase of four Yokohama tires from participating dealers.
The NBA sponsorships follow successful marketing partnerships with two NFL teams—the Baltimore Ravens and Cleveland Browns—plus high-visibility college football teams USC and UCLA, according to Yokohama.