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Yokohama Tire Corporation Adds the Chicago Bears to its 2012 Sports Marketing Roster

July 19, 2012

FULLERTON, CA. – (July 19, 2012) –Yokohama Tire Corporation announced today its multi-year sponsorship of one of the oldest and best known franchises in the National Football League (NFL), the Chicago Bears. Founded in 1920 with nine championships to their credit – including one Super Bowl title – the Bears are the latest addition to Yokohama’s expanding 2012 sports sponsorship roster, which also includes the NFL’s Dallas Cowboys, New England Patriots and Baltimore Ravens.

“The Bears – ‘the Monsters of the Midway’ – are one of the most recognizable brands in all of sports,” said Fred Koplin, Yokohama Director of Marketing Communications. “Our agreement provides Yokohama with significant brand exposure, including television and radio spots, in-stadium presence and promotions rights. In addition, Yokohama is running brand advertising on TV within the Chicago market this summer and into fall, coinciding with our promotion period.”

Koplin said partnering with an NFL franchise in Chicago will give Yokohama increased brand awareness in the country’s third largest media market, which, in turn, will help drive consumers to their local dealers.

“Our football sponsorships have been highly successful,” said Koplin. “Being with the Bears means being in front of their huge, passionate fan base, which can only give the Yokohama name strong visibility. This ultimately leads to sales. The sponsorship is a great avenue to promote our line-up of tires, including the new orange oil-infused AVID Ascend®.”

In addition to the Bears and NFL sponsorships, Yokohama’s 2012 sports sponsorships include deals with Major League Baseball’s New York Yankees, Philadelphia Phillies and 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 all-new AVID Ascend® – the first mass-market tire using Yokohama’s breakthrough orange oil technology – 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.

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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.