SANTA ANA, Calif. (Feb. 22, 2017) — Yokohama Tire Corp.'s Geolander light truck tire line will take the sponsorship spotlight as part of a multi-year deal with Spartan Race, an obstacle course and endurance brand.
The new contract makes Yokohama the "Official Tire of the U.S. Spartan Race" and gives the Japanese tire manufacturer branding designation at select obstacle course races across the U.S this year. Among those races are the five Spartan Race U.S. Championship Series events that will air on the NBC Sports Network and the 2017 Reebok World Championship on Sept. 30, which will be televised on NBC.
"Yokohama's sponsorship of Spartan Race marks the convergence of two like-minded global brands, and illustrates the massive growth and appeal of the obstacle course racing sport and Spartan endurance lifestyle as an integrated sponsorship platform," Ian Lawson, Spartan Race vice president of sponsorship and media sales, said in a news release. "We are excited about our partnership with Yokohama and look forward to testing our competitors' strength against the Yokohama tires on the course."
Through the newly inked agreement, Yokohama will highlight its Geolander light truck tire line, and its tires will be used as part of the Spartan Race competition. The "Yokohama Tire Flip" is designed to be a test of conditioning and strength, Yokohama said, as athletes will be required to flip the tires along the course.
Spartan Race spectators will have the chance to test their strength by stopping the Yokohama booth at Spartan Race events and participating in the Tire Flip Challenge.
"Spartan Race fans are gritty, fearless and intensely passionate. Their community keeps growing, and we believe they're the perfect audience to interact with our tires, which, like the Spartan athletes, are strong, tough and durable," Fardad Niknam, Yokohama Tire director of LTR segment development, said in a news release. "We can't wait to see them at U.S. Spartan Race events in the Yokohama Tire Flip or at our booth."
Spartan Race was founded by racer Joe De Sena in 2010. The Boston-based obstacle course has become one of the largest endurance brands in the world with more than one million global participants taking part in more than 200 events in 30-plus countries.