NEW YORK—The NBA is extending its marketing partnership with Kumho Tire USA Inc. for an undisclosed number of years, renewing a deal struck in 2014.
At the same time, Kumho is launching a new digital advertising campaign known as “handles,” which “aligns on-court ball handling to the critical role Kumho tires play off the court,” the Atlanta-based company said.
The multi-year deal calls for Kumho Tire to continue as the “presenting partner” of the NBA D-League All-Star Game, with the brand prominently featured on jerseys, on the court and through courtside signage. Kumho Tire will also have brand presence at the NBA All-Star Game.
Financial terms of the deal were not disclosed.
“Our partnership with Kumho Tire has been deeply integrated into the NBA and NBA D-League since we tipped things off at NBA All-Star just a few successful seasons ago,” said Kerry Tatlock, NBA senior vice president, Global Partnerships. “Our extended partnership gives us even more opportunity to collaborate on fan experiences and offerings, and to tell great stories together through an all-new digital series.”
Harry Choi, Kumho Tire USA President and CEO, said the continued partnership with the NBA Is important because it expands the brands recognition across the globe. That partnership also includes increased promotional efforts, which provide customers and dealers access to unique experiences throughout the season, including at marquee NBA and NBA D-League events, according to Kumho.
The “handles” ad campaign will debut at the start of the 2016-17 NBA season and will drive Kumho Tire's season-long digital and social fan programming.