In marketing push, Kumho Tire becomes sponsor of NBA

Kumho Tire, the nation’s second-largest tire manufacturer, said yesterday that it has become an official sponsor of the National Basketball Association, the world’s most famous professional basketball league.

The affiliate of Kumho Asiana Group said that it would sponsor the NBA, as well as its minor league, the NBA Development League, until 2016, in a bid to expand its sports marketing and raise brand awareness.

The deal will enable to the company to have its logos and ads displayed at NBA events. This is the first time that the company has signed a sponsorship deal with a professional sports league in the United States. Kumho, which began operations in the United States in 1975, has previously sponsored the Los Angeles Lakers and Miami Heat. In the National Football League, it sponsored the New York Jets.

Reuters