Chicago Bears Partner with Yokohama Tire

Yokohama Tire Corp. has agreed a major partnership with NFL franchise, Chicago Bears.

The team is 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 are one of the most recognizable brands in all of sports, says Fred Koplin, Yokohama’s director of marketing communications. 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.

The multi-year sponsorship includes television and radio spots, in-stadium presence and promotions rights.

In addition, Yokohama is running brand advertising on television within the Chicago market this summer and into fall, coinciding with its promotion period.

“Our football sponsorships have been highly successful,” says 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,” he adds.

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.