TOKYO—Yokohama H.P.T. Ltd., a United Kingdom sales subsidiary of Yokohama Rubber Co. Ltd., was named TyreSafe's 2016 Tire Manufacturer of the Year for its efforts to promote tire safety awareness.
Yokohama was recognized in part for an awareness campaign it devised with its English Premier League soccer team partner, Chelsea. The tire maker collaborated with Chelsea's women's soccer team to create a video that featured the players highlighting the importance of tire safety checks. The video aired in October 2015 at the club's stadium, Stamford Bridge, reminding a total of 132,000 fans how focus on tire safety.
The Tire Manufacturer of the year award, is presented by TyreSafe, a nonprofit organization dedicated to tire safety awareness through ad campaigns and promotions such as tire pressure check events in local communities. The organization was established in 2006 and has worked in cooperation with tire makers, vehicle manufacturers and media to further its cause.