KUMHO TIRE AND NBA ANNOUNCE MULTIYEAR PARTNERSHIP RENEWALOct 24th 2016
-- Kumho Will Introduce New 'Handles' Platform Across NBA Digital and Social Channels --
-- Kumho Tire Will Continue to Serve as the Official Tire of the NBA and NBA D-League --
NEW YORK, October 2016- The National Basketball Association (NBA) and Kumho Tire, one of the world's leading tire manufacturers, today announced a multiyear extension of their marketing partnership in the U.S., Canada and Korea. The relationship began in 2014 when Kumho Tire became the first ever tire partner of the NBA and NBA Development League (NBA D-League).
To help extend Kumho Tire's association with the NBA, the brand will introduce the first-ever 'Handles' platform, which aligns on-court ball handling to the critical role Kumho tires play off the court. Debuting at the beginning of the 2016-17 season, the platform will drive Kumho Tire's seasonlong digital and social fan programming.
Kumho Tire will continue to serve as the presenting partner of the NBA D-League All-Star Game, with the brand prominently featured on jerseys, on the court and through courtside signage. Kumho Tire will also have brand presence at the NBA All-Star Game.
"Our partnership with Kumho Tire has been deeply integrated into the NBA and NBA D-League since we tipped things off at NBA All-Star just a few successful seasons ago," said Kerry Tatlock, NBA Senior Vice President, Global Partnerships. "Our extended partnership gives us even more opportunity to collaborate on fan experiences and offerings, and to tell great stories together through an all-new digital series."
Harry Choi, President and CEO of Kumho Tire USA said, "The partnership with the NBA, the top professional basketball league, will help further boost our brand recognition and name value as a global tire maker not only in the United States but also in the rest of the world."
The expanded partnership also includes increased promotional efforts, which provide customers and dealers access to unique experiences throughout the season, including at marquee NBA and NBA D-League events.