Hankook Tire America Secure Advertising Deal with US College Basketball

November 18, 2011

Hankook Tire America Corporation, health one of the fastest growing tire companies in the world, sale sale announced a advertising agreement with men’s U.S. college basketball as part of nine tournaments during November and December of this year.

Hankook’s sponsorship adds college level men’s basketball to the company’s current portfolio of sports marketing initiatives, discount which for 2011 also included behind home plate advertising at twenty two Major League Baseball team’s ballparks across the United States and Canada and investments across a range of motorsports events.

Hankook Tire signage will be seen courtside during a number of college basketball’s most anticipated and viewed 2011 tournaments. The nine tournaments will be broadcast nationwide on multiple television networks.

Hankook brand exposure will be present at the following events:Ticket City Classic-Austin, CBE Classic, Charleston Classic, Puerto Rico Tip Off. Ticket City Classic-NY/NJ, Maui Invitational, Jimmy V Classic, NIT-Season Tip Off and 2011 Showcase.

Soo Il Lee, president of Hankook Tire America Corp, said: “Hankook Tire is excited to be working with men’s college basketball as an advertising partner in one of the most thrilling sports series available to American sports fans. This sponsorship broadens our involvement in sports marketing and puts us in a prime position to gain brand awareness at a time when interest in college basketball is likely to continue to grow during the next few months. Our behind home plate advertising in professional baseball provided Hankook with exceptional brand building opportunities and we are confident that our involvement with men’s college basketball will provide us with similar positive benefits.”

Having established a well recognized association with professional baseball, Hankook’s latest advertising agreement with men’s college basketball brings another popular, well know sport to the company’s growing sports marketing program. It also offers Hankook year-round sports related advertising.

Hankook Tire’s advertising participation with men’s college basketball is the company’s latest effort to increase brand awareness in the United States. Earlier this year Hankook Tire America claimed a billboard in New York City’s Times Square, placing the company shoulder-to-shoulder with some of the world’s most iconic brands.

Hankook’s two baseball-themed consumer rebate and vehicle giveaway promotions, Great Catch and Great Hit, capitalized on the company’s already successful baseball related advertising. For 2011, Hankook also became an official sponsor of the Formula Drift motorsports series and sponsored top notch teams during the season. Additionally, 2011 saw the launch of Hankook’s “Be One with It” print and television adverting campaign. The objective of these efforts is to raise consumer awareness, increase market presence and build brand recognition.