“We look forward to collaborating with Major League Baseball as we expand our brand awareness and sports marketing portfolio,” said Falken President and CEO Richard Smallwood. “Pairing with one of the most popular sports in the world is a great opportunity for Falken Tire to grow and expand into new markets.”
Noah Garden, MLB executive vice president, business, noted the organization is looking forward “to working with Falken Tire to reach Major League Baseball's fan base as the company expands its marketing and promotional activity beyond motorsports for the first time.
“We are pleased to welcome Falken to the MLB family and proud to have been chosen to help the brand grow its business.”
The agreement is part of a larger expansion of Falken's marketing efforts across the U.S. as the company looks to heighten its brand awareness and “aggressively increase” its market share, the firm said.
“Falken Tire has long enjoyed a devoted international fan base in motorsports,” Mr. Smallwood continued. “This brand alliance with Major League Baseball will help introduce Falken Tire to millions of new customers.
“We're excited about our new partnership and look forward to aligning our fan bases as we introduce innovative products and our brand to additional audiences.”
Falken markets 14 car and light-truck tire models under seven lines in nine categories and 300 sizes, as well as a full lineup of medium truck (OTR) tires for commercial use.
Firestone was the official tire of MLB for several years starting in 2009.