Yokohama Tire Adds the Dallas Cowboys to its Roster of Sports Marketing Partners

FULLERTON, July 26, 2010: The Dallas Cowboys have joined the Yokohama Tire Corporation line-up. The Fullerton, California-based tire maker announced today it is partnering with the National Football League's Cowboys on a one-year sponsorship agreement.

The deal includes signage at the state-of-the-art, three-million-square-foot Cowboys Stadium, which opened last year; pre-game, post-game and in-game spots on the team’s flagship radio station; in-stadium displays and in-game announcements on the public address system and on LED boards; as well as hospitality opportunities at select games.

Yokohama will also partner with the team on its traveling Dallas Cowboy Museum Tour truck, which goes to more than 100 events per year.

“We’ve had great success the last few seasons with our sports marketing program,” said Dan King, Yokohama vice president, sales and marketing, “but we’ve really raised the bar by partnering with the highly visible Dallas Cowboys. “They have a huge, passionate fan base in Texas and across the U.S. They truly are America’s Team.”

“Our sponsorship agreement is going to generate excitement, foot traffic and sales for our dealers. These types of sports sponsorship programs offer far-reaching brand visibility and are a great avenue to promote our lineup of tires, ranging from the brand new AVIDŽ ENVigor™ to the eco-friendly, orange-oil infused dB Super E-spec™. ”

With the agreement, Yokohama has now secured 2010 sponsorship deals with the NFL, Major League Baseball (Los Angeles Angels) and National Basketball Association (Boston Celtics and San Antonio Spurs). “More are to come,” said King. “We’ll have an announcement in a few weeks on other NFL teams we’re partnering with.”