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Yokohama Tire Corporation Adds the Philadelphia Phillies to its 2011 Sports Marketing Roster

‘Home Team Pride’ jersey promotion runs through June 12

May 16, 2011

FULLERTON, CA (May 16, 2011) – Yokohama Tire Corporation has added one of baseball’s most dominant teams – the Philadelphia Phillies – to its line-up of sports teams in 2011.

“The sponsorship is designed to drive consumer traffic to our dealers,” said Shawn Denlein, Yokohama director of sales, Consumer Products. The sponsorship agreement includes a combination of signage behind home plate and on the first and third base lines; pre-game, post-game and in-game spots on the Phillies flagship radio station throughout the season; in-stadium displays and in-game announcements on the public address system and LED scoreboard.

One of the promotions is the “Home Team Pride” program, which runs through June 12. “During the promotional period, consumers can receive a free official replica Phillies jersey with the purchase of four Yokohama tires from participating dealers,” said Denlein. “In terms of spurring sales, we expect it to be a home run for our dealers.”

Denlein said Yokohama’s first sports sponsorship within the Philadelphia market was a natural fit. “Because of the strong dealer support in the area, we can build brand awareness among consumers and at the same time engage dealers to promote Yokohama.”

Along with the Phillies, Yokohama’s 2011 sports marketing partnerships include the Los Angeles Angels baseball team, and the Boston Celtics and the Houston Rockets. Yokohama also sponsored three football teams in 2010: the Dallas Cowboys, Baltimore Ravens and Denver Broncos.

“Sports sponsorships provide dynamic brand visibility and are a perfect platform to promote our line-up of tires, including the AVID® ENVigor™ and the eco-friendly, orange-oil infused dB Super E-spec™,” continued Denlein. “Partnering with a team like the Phillies, which has dedicated, loyal fans, will allow our dealers to generate store traffic and create local consumer excitement within the community.”

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 www.yokohamatire.com.

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 www.yokohamatire.com.