FONTANA, Calif. (Feb. 17, 2004) —Kumho Tire U.S.A. launched its ECSTA ASX ultra-high performance, all-season tire in front of a record crowd of 66,5000 people at ESPN's Winter X Games VIII, held Jan. 23-27 in Aspen, Colo.
In 2003, 48,700 attended the Winter X Games; 36,300 attended in 2002.
As an associate sponsor of the games, Kumho's perks included on-site signage at all of the event venues, display space on-site in the vendor village, print ads in the event program and ESPN the Magazine and commercials on ABC, ESPN and ESPN2.
Besides the record on-site crowd, the Winter X Games also were broadcast live for the first time on ABC, ESPN and ESPN2 and set an all-time record with an average of nearly 536,000 households, according to Nielsen Media Research. Key demographic ratings also increased from previous years, highlighted by major increases for people between the ages of 12-24 (+39 percent on ESPN and +41 percent on ABC) and 18-34 (+48 percent on ESPN and +62 percent on ABC), according to Kumho.
“The Winter X Games were fantastic for us because the Kumho brand was exposed to a whole new audience—both in-person and on the TV broadcasts,” said Mike Leverington, director of marketing for Kumho Tire U.S.A. “It was also a great way to launch our new ECSTA ASX because it offers extreme performance in all weather conditions—much like the Winter X athletes.”
Kumho also will sponsor the Summer X Games this August in Los Angeles.