RANCHO CUCAMONGA, Calif, (Feb. 13, 2014) — Kumho Tire U.S.A. Inc. has struck a deal to become the official tire of the National Basketball Association (NBA) and NBA Development League (NBA D-League) in the U.S. and South Korea.
The multiyear deal marks Kumho's first partnership with a U.S. sports league and the first official tire partnership for both leagues, Kumho said. Kumho has, however, had promotional deals with the NBA's Los Angeles Lakers and Miami Heat the past few years.
Financial terms of the new deal were not disclosed.
As part of this partnership, Kumho Tire said it will have unique branding opportunities during the NBA All-Star Game in New Orleans this coming weekend and will also be the presenting partner of the NBA D-League All-Star Game. Kumho Tire will receive national exposure through courtside signage throughout the season, and will develop NBA-themed advertising.
During the NBA playoffs in May-June, Kumho Tire said it will present the "NBA Playoffs Playbacks" series on NBA TV, which will replay the most compelling matchups from the NBA Playoffs in a condensed 60-minute format.
The NBA D-League will introduce new uniforms for its All-Star Game this year, and Kumho said it will have its logo on the jerseys and oncourt, along with courtside signage, pole pads, and stanchions together with being integrated across social and digital media assets.
Kumho also will be the presenting partner of the NBA FIT Court at NBA All-Star Jam Session.
"Our new partnership with Kumho Tire will tip off in a big way at NBA All-Star, as we will be showcasing our new alliance during one of the most exciting times of the year," said Emilio Collins, NBA senior vice president, global marketing partnerships.
"Kumho Tire is a global brand, and we are looking forward to creating programs that will engage fans of both the NBA and NBA D-League through new themed advertising, custom content, and activities at marquee league events throughout the season."
Harry Choi, president and CEO of Kumho Tire shared a similar sentiment.
"Kumho Tire could not be more excited to explore new horizons with such a formidable entity as the NBA."
He said the tire manufacturer has recently spent its efforts on "building an even stronger foundation with our industry partners" and is "confident this partnership with the NBA will showcase a new leaf for Kumho Tire that we are here to be aggressive competitors, supportive industry partners to our dealers and distributors, as well as a high-quality and recognizable brand amongst consumers."