News Room

Yokohama Tire Corporation Becomes the Official Tire of the New England Patriots

Partnership with three-time NFL Super Bowl champion includes “Home Team Pride” promotion

October 03, 2011

FULLERTON, CA (Oct. 3, 2011) – The New England Patriots, one of the most successful pro football teams of the last decade, is now part of Yokohama Tire Corporation’s impressive roster of sports marketing partnerships. The Fullerton, California-based tire maker announced it is sponsoring the three-time Super Bowl champion Patriots for the 2011 season.

Yokohama is also sponsoring the Dallas Cowboys, Denver Broncos and Baltimore Ravens.

According to Shawn Denlein, Yokohama director of sales, Consumer Products, the Patriots’ sponsorship includes Yokohama’s “Home Team Pride” program, which begins October 9 through November 20. Consumers can receive a free $85 gift card to the Patriot Pro Shop, with the purchase of four Yokohama tires from participating local dealers.

As the Official Tire of the New England Patriots, Yokohama will receive significant media exposure, including weekly in-game and post-game television spots, features and billboards on the weekly telecast, as well as tickets and hospitality.

“We’ve had great success the last few seasons with our football sponsorships,” said Denlein, “but we’ve really raised the bar by partnering with one of the highest visibility teams in all of sports. The Patriots have a huge, passionate fan base which, along with the “Home Team Pride” gift card promotion, will help generate foot traffic in our dealers’ stores.

“These types of sports sponsorship programs offer far-reaching brand visibility and are a great avenue to promote our line-up of tires, ranging from the AVID® ENVigor™ to the eco-friendly, orange-oil infused dB Super E-spec™.”

Besides football, Yokohama’s other 2011 sports sponsorships include deals with Angels Baseball, the New York Yankees, the Philadelphia Phillies, as well as the Houston Rockets.

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

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