Sports marketing
Sponsorship opportunities abound But tire dealers must get off the sidelines “It’s essential that we encourage dealer involvement in whatever sponsorship opportunity we take advantage of,” says Rick Brennan, vice president of marketing for Kumho Tire U.S.A. Inc. “Consumers don’t go to the manufacturer to buy tires, they go to the dealer.” Kumho has created various platforms to help dealers get involved with its various sports team sponsorships. That includes its partnerships with the NBA’s Los Angeles Lakers and Miami Heat (see photo above). During the regular season, the company partnered with America’s Tire Co. for a retail promotion with the Lakers. It featured a sweepstakes for free Lakers tickets, with at least one winner coming from each of the dealership’s 51 participating Southern California locations every week. (Discount Tire Co. Inc. does business as America’s Tire in California.) Sponsorship opportunities with a professional sports team like the Lakers is not cost-prohibitive for small businesses, says Chris Hayre, director of corporate partnerships for the Los Angeles Lakers Inc. “We recognize that every potential sponsor may have a different budget
A joint promotion between America’s Tire and Kumho received play on the jumbotron during the Lakers-Heat game earlier this year. Wade Helmle, COO of Tire’s Warehouse Inc. in Corona, Calif., and his wife, Rachel, were guests.
and/or objectives, and analyze each sponsorship opportunity with an open mind. Of course, there is a certain threshold that needs to be met to ensure that a sponsorship is mutually beneficial. The Lakers’ menu of elements can be customized to meet the needs of small and large businesses alike.” “We have the ability to create customized marketing programs that cater specifically to the goals and objectives of partners of any size,” says Daniel Monahan, manager of corporate partnerships administration for The Heat Group. “With that said, the investment level determines the assets we can provide.” Kumho encourages its dealers “to come to us for opportunities in areas and regions we currently don’t have sponsorships in,” says Brennan. “The more we can work together, the more success we’ll reap.”
52 MTD_46-53.indd 52
MTD May 2012 5/11/12 11:52 AM
