RANCHO CUCAMONGA, Calif. (Nov. 9, 2010) — Kumho Tire USA Inc. has signed sponsorship deals with two National Basketball Association (NBA) teams—the Los Angeles Lakers and the Miami Heat.
The tire maker's sponsorship deal with the Lakers, the 2010 NBA champions, will include key marketing elements such as courtside scorer's table signage, bottom ring and corner board positions on the team's high-definition scoreboard, a full-page color ad in the Lakers' official game program and LED ribbon signage at the team's home court.
In addition, the tire maker will have 30-second video spots on the Lakers' main scoreboard, radio ads in ESPN Desportes, the team's official Spanish radio partner, and elements on the Lakers' official website, LALakers.com. On-site activation and dealer involvement will play important roles in the partnership, Rancho Cucamonga-based Kumho said, with player appearances at Kumho's dealer partner locations, lobby booth nights to interact with fans and suite nights for Kumho's valued dealers.
The Miami Heat will provide Kumho with similar marketing elements as part of its sponsorship package, including scorer's table signage in the Heat's new LED electronic system, 360-degree LED fascia that includes LED ribbons and the center scoreboard, video branding on the main scoreboard and 30-second spots on in-arena video boards.
The tire maker will also have a dedicated Kumho Fan Zone area at the Heat's home court, American Airlines Arena in Miami, featuring 100-percent Kumho branding, an interactive photo booth and interactive games and video screens to watch Heat games and Kumho ads. The sponsorship package is rounded out with multiple player appearances and suite nights for Kumho's valued dealers.
“Both the Los Angeles Lakers and the Miami Heat have the talent, the drive and the work ethic to become world champions this season,” said Rick Brennan, Kumho's vice president of marketing. “We at Kumho Tire value these characteristics, as well as we strive to become a top global brand in the tire industry.”
Kumho's other sports marketing efforts include sponsorships of the English Premier League's Manchester United soccer team and multiple college football sponsorships, including the University of Southern California, Ohio State University, University of Texas, University of Tennessee and University of Florida.