FULLERTON, Calif. (April 24, 2012)—Yokohama Tire Corp. has renewed its partnership with the New York Yankees baseball franchise as part of the tire maker's effort to expand its 2012 sports sponsorship roster.
“The Yankees transcends baseball and is one of the most recognizable brands in all of sports,” said Shawn Denlein, Fullerton-based Yokohama's director of sales, consumer products. “Our multi-year agreement includes a permanent sign on the bleacher wall in left field, hospitality and the opportunity to conduct a consumer sweepstakes program.”
With more than 3.6 million fans attending games in 2011, plus millions of television viewers, Denlein said partnering with the New York Yankees will give the company extraordinary visibility that will drive consumer traffic to its local dealers.
Yokohama's 2012 baseball sponsorships also include deals with the Philadelphia Phillies and Angels Baseball. Yokohama also has existing partnerships with the National Basketball Association's Houston Rockets and the National Football League's Dallas Cowboys, Baltimore Ravens and New England Patriots.