ATLANTA—Kumho Tire U.S.A. has signed a multi-year partnership with the NBA's Atlanta Hawks, starting with the 2024-25 season.
The partnership will allow Kumho to "enhance its brand awareness and affinity in the greater Atlanta community, working with the Atlanta Hawks to foster meaningful connections through marketing efforts," the company said.
The new deal is in addition to Kumho's status as an NBA sponsor, a status it has held since 2014, and is the second time the tire maker has struck a sponsorship deal with the Hawks.
"The city of Atlanta has served as our home since 2016, and we are proud to partner with the Atlanta Hawks," Kumho Tire U.S.A. CEO Nam Hwa "Ed" Cho said.
"Aligning Kumho Tire with the Atlanta Hawks helps to strengthen our connections to the city and deliver a message that we are a Georgia based tire provider."
The partnership will include on-site activiation, in-arena and television-visible signage, radio broadcasts, social activities and community engagement, including "opportunities to recognize and honor local citizens as honorary "captains" of the Hawks for an evening and supporting local charitable causes."
"We are thrilled to team up with Kumho Tire U.S.A.," Andrew Saltzman, president of business enterprise and chief commercial officer for the Atlanta Hawks said.
"This partnership will forge new relationships throughout metro Atlanta that will greatly benefit the entire community."
The Hawks are part of the NBA's Southeast Division, competing with the Charlotte Hornets, Miami Heat, Orlando Magic and Washington Wizards. The Hawks have won the NBA championship once in the team's 75-year history, in the 1957-58 season while playing in St. Louis. The franchise moved to Atlanta in 1968.
