NEW YORK (Oct. 24, 2016) —The National Basketball Association (NBA) is extending its marketing partnership with Kumho Tire USA Inc. for an undisclosed number of years, renewing a deal struck originally in 2014.
At the same time, Kumho is launching a new digital advertising campaign known as “handles,” which “aligns on-court ball handling to the critical role Kumho tires play off the court,” the Atlanta-based company said.
The multi-year deal calls for Kumho Tire to continue as the “presenting partner” of the NBA D-League All-Star Game, with the brand prominently featured on jerseys, on the court and through courtside signage. Kumho Tire will also have brand presence at the NBA All-Star Game.
Financial terms of the deal were not disclosed.
“Our partnership with Kumho Tire has been deeply integrated into the NBA and NBA D-League since we tipped things off at NBA All-Star just a few successful seasons ago,” said Kerry Tatlock, NBA senior vice president, Global Partnerships.
“Our extended partnership gives us even more opportunity to collaborate on fan experiences and offerings, and to tell great stories together through an all-new digital series.”
Kumho Tire USA President and CEO Harry Choi said “the partnership with the NBA…will help further boost our brand recognition and name value as a global tire maker not only in the United States but also in the rest of the world.”
The expanded partnership also includes increased promotional efforts, which provide customers and dealers access to unique experiences throughout the season, including at marquee NBA and NBA D-League events, Kumho said.
The “handles” ad campaign will debut at the start of the 2016-17 NBA season and will drive Kumho Tire's season-long digital and social fan programming.
The 2016-17 NBA season starts Oct. 25 with three games.