News Room

Yokohama Tire Corporation’s ‘Home Team Pride’ Promotion Highlights 2011 Sponsorship

Free shirt/jersey promotion with Boston Celtics and Houston Rockets runs March 12-April 30. Other consumer, dealer promotions planned

March 10, 2011

FULLERTON, CA (March 10, 2011) – Yokohama Tire Corporation is partnering with two basketball teams for the fourth consecutive year. As part of its 2011 marketing program, the Fullerton, California-based tire maker is sponsoring the Boston Celtics (for the fourth time) and Houston Rockets (first time), announced Shawn Denlein, Yokohama director of sales, Consumer Products.

“The agreement 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 March 12 through April 30 promotion period, consumers can receive an official Boston Celtic team shooting shirt or a Houston Rockets Clyde Drexler throwback jersey with the purchase of four Yokohama tires from participating dealers.”

Yokohama’s NBA sponsorship also includes usage rights of the teams’ logos, having “official partner status,” as well as signage and special events at the Toyota Center in Houston and the TD Banknorth Garden in Boston. The partnership includes spots on the teams’ radio networks, heavy television advertising, presence on the teams’ websites and hospitality events for dealers.

“Sports sponsorships, 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-ins with the Celtics and Rockets will score with our dealers and their customers in these markets.”

The sponsorships follow successful 2010 marketing partnerships with three football 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