News Room

Yokohama Tire Corporation’s ‘Home Team Pride’ Promotion with the Boston Celtics Runs Through April 30

March 17, 2011

FULLERTON, CA (March 17, 2011) – Yokohama Tire Corporation has partnered with the National Basketball Association’s (NBA) Boston Celtics for the fourth consecutive year, announced Shawn Denlein, Yokohama director of sales, Consumer Products. It is part of Yokohama’s 2011 sports marketing program.

“The agreement with the Celtics enables Yokohama to execute promotions designed to drive traffic to dealers,” said Denlein. “One of the most popular and successful promotions is the ‘Home Team Pride’ program. During the promotion, which runs through April 30, consumers in Boston and northern New England can receive an official Boston Celtics team shooting shirt with the purchase of four Yokohama tires from participating dealers.”

Yokohama’s Celtic sponsorship also includes usage rights of the team’s logo, having “official partner status,” as well as signage and special events at the TD Banknorth Garden in Boston. The partnership includes spots on the team’s radio network, heavy television advertising, presence on the team’s website and hospitality events for dealers.

“Sports sponsorships, like the one with the Celtics, make sense for Yokohama and our dealers because they capitalize on fan loyalty to increase brand awareness,” said Denlein. “The NBA has proven to be an ideal partner to help showcase our world-class lineup of tires, such as ADVAN®,®, Parada®, Geolandar®, AVID® – including the ENVigor™ – and the eco-friendly orange oil-infused dB Super E-spec™. The tie-in with the Celtics will score with our dealers and their customers in their local market.”

The NBA sponsorships follow successful 2010 marketing partnerships with three NFL teams, the Dallas Cowboys, Baltimore Ravens and Denver Broncos, plus Major League Baseball’s Los Angeles Angels.

Yokohama Tire Corporation is the North American manufacturing and marketing arm of Tokyo, Japan-based The Yokohama Rubber Co., Ltd., a global manufacturing and sales company of premium tires since 1917. Servicing a network of more than 4,500 points of sale in the U.S., Yokohama Tire Corporation is a leader in technology and innovation. The company’s complete product line includes the dB Super E-spec™ – the world’s first tire to use orange oil to reduce petroleum – as well as tires for high-performance, light truck, passenger car, commercial truck and bus, and off-the-road mining and construction applications. For more information on Yokohama’s extensive product line, visit

Yokohama is a strong supporter of the tire care and safety guidelines established by the Rubber Manufacturers Association and the National Highway Transportation and Safety Administration. Details can be found at the “Tire Safety” section at