NASHVILLE, Tenn. — Hankook Tire America Corp. and Major League Baseball (MLB) have extended Hankook's deal as "official tire" of the MLB in the U.S. and South Korea.
Hankook secured the deal with MLB in 2018 with the goal of showcasing Hankook across MLB's wide array of media assets, including MLB Network, MLB.com, the MLB app and MLB social media channels.
The extension is described as a "multi-year" agreement, but the parties did not disclose its length or the value.
As part of the arrangement, Hankook owns marketing rights during the most highly viewed events in the baseball season: All-Star Week and the MLB postseason through the World Series.
"Our partnership with MLB over the last three years has enabled us to successfully reach key audiences and grow our brand in the U.S. market," Hankook Tire President and CEO Sooil Lee said.
"Just as MLB evokes excitement and enthusiasm in its fans and players, Hankook Tire seeks to enhance excitement and enthusiasm for driving among Americans. We are thrilled to continue this partnership and connect with MLB fans through the shared lens of passion."
Through the partnership, Hankook will use MLB material in marketing, giveaways, consumer promotions and events. It also will be featured via U.S through virtual advertisements behind home plate in national U.S. broadcasts during the postseason.
Hankook Tire America, the North American subsidiary of South Korea-based Hankook Tire & Technology Co. Ltd., said it will continue its relationship with World Series Champion and all-star pitcher Clayton Kershaw. Mr. Kershaw was featured with Hankook during the 2020 season, including two multimedia spots, Perfect Pitch and Long Catch.
Hankook has recently announced plans to expand its Tennessee plant, which will double its annual production capacity to over 10 million tires annually from 5.5 million.