NEW YORK — Maxxis International Inc. will partner with Major League Baseball's New York Yankees this season as the team's tire sponsor for a 15th straight year.
Financial terms were not disclosed.
Maxxis credits its partnership with the team as a key component an aggressive marketing strategy that the firm said was designed to grow brand recognition.
The agreement includes signage placements behind home plate that will be visible to audiences globally through televised broadcasts of Yankees' home games, according to the Suwanee, Ga.-based unit of Taiwan's Cheng Shin Rubber Industrial Co. Ltd.
Maxxis Marketing Manager Matt Clark said his company is "thrilled to have our brand of premium tires associated with a team of the caliber of the Yankee. As we've grown, establishing the Maxxis brand in markets across six continents, our status as an official tire of the Yankees has been invaluable.
"Our partnership with the Yankees has driven recognition of our brand, while at the same time identifying Maxxis with a team whose name is synonymous with championship and top-quality athletic competition."