CYPRESS, Calif. (Feb. 4, 2014) — Toyo Tire U.S.A. Corp. has extended its partnership with the Ultimate Fighting Championship (UFC) for a seventh and eighth year, running through 2015.
Toyo Tires said the partnership will provide it with more exposure on UFC’s platforms including branding inside the Octagon for two live Fox events and during the upcoming season of The Ultimate Fighter Nations airing on Fox Sports 1 (FS1). Toyo’s logo will continue to be inside the Octagon during select events on pay-per-view and FS1.
Outside the Octagon, Toyo Tires said it will continue to have a presence on UFC.com and at the UFC Fan Expo in Las Vegas and at UFC tailgate parties before events.
“Our increased partnership with UFC provides us even more opportunities to connect with, and introduce Toyo Tires to, their incredibly passionate fans,” said Amy Coleman, senior director of marketing for Toyo Tire.
“From the live event broadcasts reaching more than 825 million households, to the extensive media coverage and promotional opportunities, UFC provides us with worldwide, year-round exposure that is unmatched by any other sports organization.”
Mike Mossholder, senior vice president of Global Marketing Partnerships for UFC, said the company is pleased to continue its partnership with Toyo because “we share the same values and both brands are driven to perform.
“As the UFC’s overall growth continues to accelerate, we’re excited to enter into a deeper partnership that leverages the avidity of our fan base and value of our reach across multiple platforms.”
Toyo said it also leverages the partnership through promotions, fighter appearances and fighter sponsorships. In 2013, the tire maker ran the Drive Within Sweepstakes, awarding one fan a trip to UFC 167 and dinner with UFC Lightweight Champion Anthony “Showtime” Pettis.
At the 2013 SEMA Show, Toyo hosted three days of autograph signings and appearances by UFC superstars. Athletes affiliated with Toyo include Mr. Pettis; former UFC Bantamweight Champion Dominick “The Dominator” Cruz; and No. 1 ranked UFC Featherweight Chad “Money” Mendes.