SAN DIEGO—The Falken brand is the 2016 official tire of Major League Baseball's San Diego Padres through an integrated marketing agreement between the league and Sumitomo Rubber North America Inc., marketer of the brand.
The new partnership continues Falken's strategic expansion, it said, and marks the company's first partnership with the team.
“We're really excited about our new partnership with the San Diego Padres as we look to expand our brand awareness in Southern California,” said Rick Brennan, Rancho Cucamonga, Calif.-based SRNA's vice president of marketing.
“This great opportunity provides Falken Tires with a platform to reach new audiences. Also, with this year's All-Star game being held in San Diego, we're planning on doing some really engaging things with MLB, the Padres and their fans.”
Late last year Sumitomo Rubber Industries Ltd., parent of Falken, announced that it was realigning its North American business units in 2016, and that it had renamed Falken Tire Corp. as Sumitomo Rubber North America Inc., effective Jan. 1.
Through the Padres deal, the Falken brand will be featured throughout the team's 2016 MLB season—including with an outfield sign located in right field of Petco Park as well as behind home plate signage at select games.
Jeremy Horowitz, San Diego Padres vice president corporate and event revenue, said the team is “looking forward to working with Falken Tires as the company continues to expand its brand awareness beyond motorsports. We are proud to partner with another Southern California business, and Falken's larger partnership with Major League Baseball will ensure many opportunities for collaboration and engagement during this All-Star season.”
SRNA said it markets 14 car and light-truck tire models under seven lines in nine categories and 300 sizes.