Automotive Performance Brands - Yokohama Tire Adds Chicago Bears To 2012 Sports Marketing Roster

FULLERTON, Jul. 20, 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®.”