Th e sports

Th e sports marketing trend Baseball, football, basketball, even ultimate fi ghting promote tire brands to the masses

By Bob Ulrich

Sports marketing is a numbers game. Hits on a webpage ad are more important than hits during a baseball or football game. Impressions and views count for more than outcome.

Looking back at the recently completed Major League Baseball season, four tire brands were featured in fi eld-level, behind home plate signage, depending on which stadium you were in. As the “offi cial tire of Major League Baseball,” Firestone could be seen in all 30 major league stadiums in some capacity.

“Sports reach a lot of people, but it also reaches a lot of eyeballs,” says Bill Barbera, senior vice president of sales for Van Wagner Sports Group. “And it’s global.” Barbera has worked with Hankook Tire America Corp. for 10 years.

“Th at board behind home plate can be sold by a local team, but if a game becomes a national broadcast, that becomes a national element that’s sold,” explains Phil Pacsi, vice president of consumer tire marketing in North America for Bridgestone Americas Tire Operations LLC.

Hankook signage appeared in 22 of the 30 stadiums, including Citizens Bank Park, home of the Philadelphia Phillies.

Yokohama could be seen in Angel Stadium of Anaheim, home of the Los Angeles Angels, while Maxxis partnered with the New York Yankees.

Th e key to impressions is television coverage, not the head count. “Sports reach a lot of people, but it also reaches a lot of eyeballs,” says Bill Barbera, senior vice president of sales for Van Wagner Sports Group. “And it’s global.”

Barbera has worked with Hankook for 10 years. He says home plate signage puts advertising into the telecast, and helps the brand “become part of the game.”

Calvin Pak, general manager of Hankook’s marketing team, says the company has used sports marketing to increase brand awareness and build brand image. It tied this year’s involvement in baseball to two major consumer rebate and car giveaway promotions: “Great Catch” in the spring and “Great Hit” in the fall.

“Especially this year, I think we’ve received a lot of compliments from customers and dealers. One of the things we’re doing diff erently from previous years is leveraging and creating synergy.”

Maxxis International, based in Taiwan, and its United States subsidiary also have sponsored the Los Angeles Dodgers, Chicago White Sox, Atlanta Braves and Detroit Tigers in the past. “Th ere’s talk about sponsoring the Yankees again next year,” says John Wu, assistant product manager for the Maxxis International—USA’s Automotive Tire Division. “Th ey also are popular back home.”

Nitto Tire U.S.A. Inc. has been a Los Angeles Angels sponsor for two years. As part of that sponsorship, the brand appears in the Angels’ magazine and on the scoreboard behind home plate. Th is season, fans received plenty of swag: Nitt o handed out commemorative T-shirts on opening day; “Eco Bags” fi lled with recycled products in May; and a drawstring backpack in July.

Baseball is one of many television-driven, non-racing sports with which tire manufacturers are aligned.

• Bridgestone Americas Tire Operations LLC, Kumho Tire U.S.A. Inc.: National Football League (NFL). • Yokohama Tire Corp., Kumho: National Basketball Association (NBA). • Continental Tire the Americas LLC, Kumho: Major League Soccer (MLS). • Cooper Tire & Rubber Co., Toyo Tire U.S.A. Corp., Kumho, Continental: collegiate athletics. • Bridgestone: National Hockey League (NHL), Professional Golfers Association (PGA). • Toyo: Ultimate Fighting Championship.

Not everyone thinks sports marketing is an eff ective use of advertising dollars from tire manufacturers. “I still don’t see the value in what everyone’s calling sports marketing,” says Richard Smallwood, CEO and president of Falken Tire Corp.

“When we see the signage in the stadiums, it shows the brand, but not what the brand stands for. Th ere is no emotional att achment or meaning assigned to the brand. Th e average American consumer is exposed to upwards of 3,000 brand messages a day. How does that static sign set your brand apart from all of the other brand messages bombarding the consumer?

“What does it mean? What is the brand value? Th at’s where we struggle with it,” he says. “We don’t see the value in it.”

Smallwood prefers motorsports, especially when his tire brand is competing against “the best in the world. Tires represent an interaction with the car, so there’s a lot of affi liation with them.”

In the American Le Mans Series GT Class, for example, Falken competes against Michelin, Dunlop and Yokohama.

Motorsports involvement certainly counts as sports marketing, although it’s a whole diff erent animal. Th ere’s Goodyear with NASCAR and Pirelli with Formula One. BFGoodrich and General are associated closely with Baja racing. And many other brands are known at the grassroots level. (Although motorsports will not be covered in this story, an in-depth interview with Goodyear about its association with NASCAR can be found on pages 28-31.)

Signage is one thing. What about advertising on uniforms? Soccer teams in Europe already sell it. Hats and shirts in golf have logos. Some NFL and NHL practice jerseys feature advertising. Barbera thinks within 10 years, baseball will allow advertising on uniforms, although perhaps not to NASCAR specifi cations.

“It’s become more and more commonplace around the world. It would be a tremendous revenue boon for the team.”

Bott om line, does it sell more tires for the company? Tires are sold, not purchased. Independent tire dealers directly aff ect the sale 85% of the time, so they have to be convinced more oft en than the tire buyer.

Ultimately, it’s all about making money, and perhaps raising market share in the process. Th e 2011 fi nancial statements will be telling.

Here’s a recap of how tire manufacturers used diff erent sports to promote their brands this year, as they appeared on our website, www.moderntiredealer.com. For a look at how retailers such as Belle Tire Distributors (check out the scoreboard on our cover) are involved in sports marketing, read “Play ball! Sports marketing and America’s pastime are no strangers to independent tire dealers” on the MTD website under the “Articles” channel and “Features” listing.

KUMHO

“Kumho Tire U.S.A. has seen a very positive and dynamic impact come from our sports marketing endeavors,” says Rick Brennan, vice president of marketing. “Our brand awareness, enthusiasm and excitement have grown immensely amongst our employees, consumers and dealers by not only our prominent presence in various stadiums and arenas, but by the special focus and att ention we pay to actually connecting with the fans and teams.”

June 30: Kumho adds Bills to sports marketing push

Kumho is the offi cial tire of the Buff alo Bills NFL team. Kumho recently announced the new partnership for the 2011-2012 season, which includes promotions with Dunn Tire LLC.

As part of the agreement, Kumho will receive branding on the back of Buff alo Bills season tickets, season suite tickets, individual game tickets and online downloadable tickets.

Buff alo, N.Y.-based Dunn Tire will off er ticket holders $75 off any four Kumho brand tires as a special “ticket back” off er redeemable at any Dunn Tire location. (On Aug. 31, Kumho announced another NFL sponsorship, this one with the New York Jets for the next two seasons.)

June 2: Kumho prepares to kick off soccer promotions

Kumho is teaming up with Sullivan Tire Co. Inc. and former United States Men’s National Soccer Team player Alexi Lalas to promote “America SCORES New England.”

Th e tie to Lalas is appropriate for Kumho, because it also showcases its partnership with the U.S. men’s soccer team. Kumho is not only the offi cial tire of the men’s and women’s soccer teams, but also a sponsor of Major League Soccer.

SullivanTire, based in Norwell, Mass., runs 53 Sullivan Tire & Auto Service retail locations throughout New England. Lalas will meet and greet soccer fans on Friday, June 3, from 4 p.m. to 6 p.m. at the Brockton, Mass., store.

On June 4, Kumho will launch its philanthropic social media campaign supporting America SCORES New England, a non-profit organization that empowers youth through

The U.S. Women’s National Soccer Team faced off against Japan at the Columbus (Ohio) Crew Stadium in an exhibition match on May 14, 2011. Kumho sponsors both the women’s and men’s national teams.

the unique combination of athletics, creative writing and service-learning.

April 29: Kumho advances to the second round

So far, so good for the NBA teams sponsored by Kumho. Both the two-time defending champion Los Angeles Lakers and Miami Heat advanced to the second round of the 2011 playoff s.

In Los Angeles on April 20th, nearly 19,000 fans showed up at the Staples Center to watch the home team defeat the New Orleans Hornets in game two of the series. Fans received a purple Lakers — and Kumho-branded — rally towel with a “Let’s Go” rally cry.

In addition to Kumho signage on the Jumbotron and the lower ring section of the stadium, there was a PA announcement during the game thanking Kumho Tire for providing the rally towels to the fans, and promoting a $100 rebate off er on a set of Ecsta LE Sport high performance tires.

Even the Laker Girls wore red, fi tt ed Kumho branded shirts during a second-quarter routine.

approach, not just a branding approach,” marketing partnerships. The company card to the Patriot Pro Shop with the

May 16: Yokohama becomes a Phillie phanatic

Yokohama has added the Philadelphia Phillies to its lineup in 2011 (in April, the company announced it was helping the Los Angeles Angels celebrate their 50th anniversary).

Th e sponsorship agreement includes:

• a combination of signage behind home plate and on the Los Angeles Angels fans at the April 12 game fi rst and third base lines; against the Cleveland Indians received a fl eece • pre-game, post-game and blanket. “Sports sponsorships offer incredible in-game spots on the Phillies brand visibility and are a great platform to promote our line-up of tires,” says Shawn Denlein, Yokohama’s director of consumer product sales. fl agship radio station throughout the season; and YOKOHAMA in-game announcements on the public

“For us, sports marketing is an integrated address system and LED scoreboard. says Dan King, senior vice president of sales One of the promotions is the “Home and marketing. He adds that Yokohama Team Pride” program, which runs through focuses on regional promotions in order June 12. During the promotional period, to get its dealers involved. consumers can receive a free offi cial replica

Oct. 03: Yokohama partners with the kohama tires from participating dealers. New England Patriots Yokohama also partnered with two NBA

Th e New England Patriots NFL team teams, the Boston Celtics and the Houston is now part of Yokohama’s roster of sports Rockets, during the 2010-2011 season. announced it is sponsoring the NFL’s threeHANKOOK time Super Bowl champion Patriots for the In 2010, Hankook signed marketing 2011 season. (Yokohama also sponsors the agreements with 11 Major League Baseball NFL’s Dallas Cowboys, Denver Broncos stadiums to show its name and logo on and Baltimore Ravens.) signage behind home plate. Th at number

According to Shawn Denlein, Yokohama jumped to 22 stadiums this year. director of consumer product sales, the Hankook hasn’t made a fi nal decision on Patriots’ sponsorship includes Yokohama’s its sports marketing plans for 2012. “We “Home Team Pride” program, Oct. 9-Nov. will probably build on the momentum,” 6. Consumers can receive a free $85 gift says Pak. • in-stadium displays and Phillies jersey with the purchase of four Yopurchase of four Yokohama tires from Sept. 6: Hankook awards Ford Explorer participating local dealers. to contest winner

As the Offi cial Tire of the New England Teresa Holder of Jonesboro, Ind., is Patriots, Yokohama will receive media the winner of Hankook Tire America’s exposure including weekly in-game and Great Catch 2011 Ford Explorer Limited post-game television spots, features and Giveaway. Th e Great Catch giveaway had billboards on the weekly telecast, as well more than 44,000 entries submitt ed. as tickets and hospitality. Soo II Lee, president of Hankook Tire

“Th e Patriots have a huge, passionate America Corp., presented Holder with the fan base which, along with the ‘Home key to her new vehicle on-fi eld before the Team Pride’ gift card promotion, will fi rst pitch of the Detroit Tigers’ game versus help generate foot traffi c in our dealers’ the Kansas City Royals at Comerica Park stores,” says Denlein. in Detroit, Mich, on Aug. 30, 2011.

No purchase was necessary to enter the contest. Holder, 56, said she entered online and had never purchased Hankook tires. “I defi nitely know what kind of tires I’ll be buying from now on!” she said, adding she buys her tires from Tire Barn Warehouse in Marion, Ind.

Following the pre-game presentation ceremony, Holder and her husband, Roger, joined Lee in a VIP suite to watch the game. She also received a signed baseball from Tigers right fi elder Magglio Ordonez.

In addition to Major League Baseball, Maxxis International also sponsored signage at the Australian Open tennis tournament this year. The Maxxis logo could be seen at Centre Court in Rod Laver Arena.

Th e Great Catch Mail-in Rebate program was available to consumers who purchased four select tires of any size between April 1 and June 30 from an authorized Hankook retailer. Hankook launched its Great Hit promotion Sept. 1. Consumers who purchase four select tires through Nov. 30 with be eligible for a mail-in rebate of up to $80.

COOPER

“Cooper Tire understands that the typical sports fan provides a high visibility target for Cooper’s brand messages,” says Hal Gardner, vice president of marketing communications and market intelligence. “For example, our consumer research suggests that over half of all sports broadcast viewers are directly linked to replacement tire purchases, so it makes sense for Cooper to sponsor events such as the ABC/ESPN College Football Halftime Show to effectively reach this valuable consumer audience.

“Sports marketing also has potential to reach the enthusiast consumer demographic that typically is a strong supporter of Cooper’s light truck, SUV and UHP products, so the fi t is a good one with respect to overall audience participation with our brand.”

Aug. 26: Cooper continues with halft ime show

Cooper Tire is staying active with the ABC College Football Halft ime Show. For the fi ft h consecutive year, Cooper will sponsor the show’s “Saturday Aft ernoon Halft ime Reports” on ABC.

Th e show is a premier broadcast that brings viewers the latest collegiate scores, game previews and expert game analysis.

“Th is relationship brings together two iconic brands that stand for tradition, performance and the pursuit of excellence,” says Julie Smalstig, Cooper Tire’s consumer and channel marketing director. “Th is sponsorship also off ers a meaningful opportunity for Cooper to continue enhancing its marketing support for our dealer network.”

According to the National Collegiate Athletic Association (NCAA), college football set a record for the number of people att ending games last season. Close to 50 million fans turned out to watch NCAA football games. Th is represents an increase of more than 1.3 million fans, or nearly 3%, from the prior year. Cooper also will launch its consumer-driven Take the Money and Ride national rebate event (Aug. 25-Nov. 7, 2011) during the start of college football.

TOYO

“At Toyo Tires, we continually evaluate all of our marketing initiatives to ensure we are creating a positive ROI for the company and our dealers,” says Amy Coleman, senior director of marketing. “Th is includes our sponsorships and event support. “Whether it’s a motorsports event, a college

Reinforcing brand awareness

Bridgestone promotes tires in major ways

Being the “official tire” of a major sport is not enough, according to Phil Pacsi, vice president of consumer tire marketing in North America for Bridgestone Americas Tire Operations LLC.

His sports marketing philosophy is to promote from within. “You should promote within that particular sport. We don’t cover the entire season, but pick selected times during the season.”

Bridgestone is heavily involved in the NFL, NHL and PGA with its Bridgestone brand. In Major League Baseball and the IZOD IndyCar Series, Bridgestone promotes the Firestone brand.

“A lot of our spend is at the end of the year leading up to the Super Bowl and the Bridgestone Halftime Show, which is our crown jewel event,” says Pacsi. In addition to print, online and television advertising, the company gets its dealers involved as much as possible.

For Super Bowl XLV in Dallas, Texas, in 2011, Bridgestone dealers in the New Orleans, La., area got together and collectively promoted the brand. Pomp’s Tire Service in Green Bay, Wis., also took advantage of the “pass-through rights” negotiated by Bridgestone, allowing the dealership to use the Super Bowl logo.

Close to 111 million people tuned into the game, making Super Bowl XLV the most watched program in television history. Also, there were 103,219 people in attendance in Dallas — not counting the 5,000 people who paid $200 each to stand outside the stadium and watch the game on a giant TV screen.

To put that number in perspective, the population of the United States is 308.7 million people, based on the 2010 Census.

Toyo sponsors a number of Pac-10 college sports, including basketball, football and track and fi eld.

sports team, UFC or even an individual athlete, all of our sponsorships must align with our overall company goals and objectives. Our goals include growing consumer awareness, reinforcing our reputation as a premium tire brand and driving traffi c to our dealers’ stores.”

May 10: Toyo sponsors Pac-10 Championships

Building on a fi ve-year relationship with the Pacifi c-10, or Pac-10, Conference, Toyo Tire U.S.A. is the presenting television sponsor of the 2011 Pac-10 Track & Field Championships.

In addition to the 2011 Pac-10 Track & Field Championships, Toyo sponsors Pac-10 basketball and football, and also the Pac-10 Scholar-Athlete of the Year. “Th e dedicated student-athletes of college sports exemplify the Toyo Tires mantra: ‘Driven to Perform,’” says Marty Furman, Toyo’s chief operating offi cer.

Jan. 18: Toyo to sponsor Ultimate Fighting Championship

Toyo Tire U.S.A. is returning as a sponsor and offi cial tire of the Ultimate Fighting Championship (UFC) for 2011.

Th e “Toyo Tires” name will once again adorn sides of “Th e Octagon” during six live UFC Pay-Per-View events. In addition, the Toyo Tires logo will be included on the canvas for select UFC Fight Night events broadcast on VERSUS and Spike TV. Toyo was the offi cial tire of the UFC from 2006 to 2008. UFC programming is broadcast in more than 145 countries and territories, reaching 354 million homes worldwide in 19 diff erent languages.

CONTINENTAL

At the Continental dealer meeting earlier this year, Director of Marketing Travis Roffl er told att endees the company was utilizing Major League Soccer and Grand-Am road racing to grow the Continental brand in the U.S.

“A litt le over four million people att ended Major League Soccer games last year, creating just over 68 million impressions with an on-site value of just over $10 million for the brand.

“If you just call up some consumer and say, ‘Name a tire brand,’ the average American consumer answers Continental tire only 5% of the time. Th e average MLS fan answers Continental tire more than three times that number. And among Grand-Am fans, 46% are aware of the Continental tire brand.” ■