Skip to main content
Sister Publication Links
  • Rubber News
  • European Rubber Journal
Subscribe
  • Login
  • Register
  • Subscribe
  • Current Issue
  • BEST PLACES TO WORK
  • News
    • HUMANITARIAN
    • TIRE MAKERS
    • COMMERCIAL TIRE
    • GOVERNMENT & LAW
    • MERGERS & ACQUISITIONS
    • OBITUARIES
    • OPINION
    • MID YEAR REPORT
    • SERVICE ZONE
  • ADAS
  • Data
    • DATA STORE
  • Custom
    • SPONSORED CONTENT
  • Resources
    • Events
    • DIRECTORY
    • CLASSIFIEDS
    • SHOP FLOOR
    • AWARDS
    • ASK THE EXPERT
    • LIVESTREAMS
    • WEBINARS
    • SEMA LIVESTREAMS
    • RUBBER NEWS EVENTS
    • BALANCING
    • DEMOUNTING
    • SAFETY
    • TIRE REPAIR
    • TPMS
    • TRAINING
    • VEHICLE LIFTING
    • WHEEL TORQUE
    • Best Places to Work
  • ADVERTISE
  • DIGITAL EDITION
MENU
Breadcrumb
  1. Home
  2. News
March 28, 2018 02:00 AM

Hankook strikes 'multi-year' sponsorship deal with MLB

Tire Business Staff
  • Tweet
  • Share
  • Share
  • Email
  • More
    Print
    Hankookl Tire photo
    Celebrating Hankook's new sponsorship deal with Major League Baseball are, from left, Noah Garden, MLB executive vice president of commerce; Hosung Suh, president of Hankook Tire America Corp.; and Jim Sicking, senior sales director of Hankook Tire America Corp.

    NASHVILLE, Tenn. — Hankook Tire America Corp. has signed a multi-year sponsorship deal with Major League Baseball (MLB) that names Hankook the official tire of the MLB in the U.S. and South Korea.

    The deal replaces a similar arrangement that Sumitomo Rubber North America (SRNA) signed with MLB in 2015 that made the Falken brand MLB's official tire in the U.S. for "multiple" years starting in 2016.

    Hankook said it expects the deal will allow it to showcase the Hankook brand across MLB's media assets, including MLB Network, digital platforms such as MLB.com and social media, and MLB ballparks during "jewel" events such as the All-Star Game and the postseason.

    Financial terms were not disclosed. Hankook also did not disclose the length of the agreement.

    Hankook is developing MLB-themed creative content to run in its multimedia advertising, along with a retail marketing campaign that would extend its MLB footprint beyond the ballparks and media.

    Through the partnership, Hankook said it will use MLB marks in marketing activities, giveaways, consumer promotion and events. The company also will engage U.S. consumers through virtual advertisements behind home plate in national broadcasts during postseason games, including the League Championship Series and World Series.

    "Hankook Tire brings a real passion for baseball and a comprehensive vision to their marketing around our league, teams, and players in the U.S. and beyond," said Noah Garden, MLB executive vice president, commerce.

    "As MLB continues to grow our international activities and events, Hankook Tire demonstrates a new model for MLB partners to be able to achieve their goals of reaching millions of baseball fans not only in the U.S. but around the world."

    Hankook Tire is the seventh new MLB sponsor signed since January; other brands are Barbasol, Kingsford, Mitel, Netspend, Snapple and Supercuts.

    "As Hankook Tire rapidly grows its presence in the American market, we are honored to connect with America's favorite tradition — the dynamic game of baseball," Hankook Tire America President Hosung Suh said.

    Unaudited figures for the 2017 regular season showed attendance at the 30 MLB ball parks was 72.7 million, down roughly 1 percent in a season plagued by hurricanes and other weather events.

    TV viewership data were not available.

    Hankook cut its teeth in baseball promotion over the past few seasons, signing sponsorship deals with a number of MLB teams. Those deals garnered 5.1 million media impressions in 2016 alone, the company said earlier, valued at $100 million in media value.

    Hankook also has run a baseball-themed "Great Catch" promotion the past eight years, offering rebates on a variety of qualifying tires from an authorized Hankook dealer in the month leading up to Opening Day.

    For its part, SRNA said its deal with the MLB lapsed on Dec. 31 and it decide instead to devote more of its marketing budget on dealer-focused activities, such as the "Falken Academy" that launched recently.

    SRNA also will continue to market Falken through various individual MLB and NHL team partnerships, as well as through motorsports, where the brand is active in Sports Car Club of America, Formula Drift and Optima Batteries Ultimate Street Car series.

    Letter
    to the
    Editor

    Do you have an opinion about this story? Do you have some thoughts you'd like to share with our readers? Tire Business would love to hear from you. Email your letter to Editor Don Detore at [email protected].

    Most Popular
    1
    Icahn-owned Auto Plus files for Chapter 11 protection
    2
    Goodyear to trim jobs amid 'uncertain' economic outlook
    3
    Gills Point S acquires Hogan Tires of Maine
    4
    Bridgestone Americas creates corporate philanthropy post
    5
    Truck sector leads U.S. tire market; consumer down
    SIGN UP FOR NEWSLETTERS
    EMAIL ADDRESS

    Please enter a valid email address.

    Please enter your email address.

    Please verify captcha.

    Please select at least one newsletter to subscribe.

    Newsletter Center

    Staying current is easy with Tire Business delivered straight to your inbox.

    SUBSCRIBE TODAY

    Subscribe to Tire Business

    SUBSCRIBE
    Connect with Us
    • Facebook
    • LinkedIn
    • Twitter
    • Instagram
    • RSS

    Our Mission

    Tire Business is an award-winning publication dedicated to providing the latest news, data and insights into the tire and automotive service industries.

    Reader Services
    • Staff
    • About Us
    • Site Map
    • Industry Sites
    • Order Reprints
    • Customer Service: 877-320-1716
    Partner Sites
    • Rubber News
    • European Rubber Journal
    • Automotive News
    • Plastics News
    • Urethanes Technology
    RESOURCES
    • Advertise
    • Privacy Policy
    • Privacy Request
    • Terms of Service
    • Media Guide
    • Editorial Calendar
    • Classified Rates
    • Digital Edition
    • Careers
    • Ad Choices Ad Choices
    Copyright © 1996-2023. Crain Communications, Inc. All Rights Reserved.
    • BEST PLACES TO WORK
    • News
      • HUMANITARIAN
      • TIRE MAKERS
      • COMMERCIAL TIRE
      • GOVERNMENT & LAW
      • MERGERS & ACQUISITIONS
      • OBITUARIES
      • OPINION
      • MID YEAR REPORT
      • SERVICE ZONE
    • ADAS
    • Data
      • DATA STORE
    • Custom
      • SPONSORED CONTENT
    • Resources
      • Events
        • ASK THE EXPERT
        • LIVESTREAMS
        • WEBINARS
        • SEMA LIVESTREAMS
        • RUBBER NEWS EVENTS
      • DIRECTORY
      • CLASSIFIEDS
      • SHOP FLOOR
        • BALANCING
        • DEMOUNTING
        • SAFETY
        • TIRE REPAIR
        • TPMS
        • TRAINING
        • VEHICLE LIFTING
        • WHEEL TORQUE
      • AWARDS
        • Best Places to Work
    • ADVERTISE
    • DIGITAL EDITION