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.