Yokohama has been selected as the official tire of the US Spartan Race. The Spartan Race is known to be one of the toughest and most well known obstacle race series in the world and is held in over 30 countries. In the series, participants can take part in any one of three categories – Sprint, Super and the Beast. The concept init9ially originated in the United States and in the US market, the event has got a new official tire partner. Yokohama Tire Corporation has become one of the partners of the Spartan Race in order to showcase its Geolandar range of light truck tires.
As an outcome of the multi-year sponsorship agreement, Yokohama will be the ‘official tire of the US Spartan Race’ and will benefit from exclusive branding rights at select obstacle race courses across the United States in 2017, including those venues where televised events will be hosted. Yokohama tires will also be supplied to Spartan Race participants who compete on the obstacle course in the ‘Yokohama Tire Flip’. Spectators too will have a chance to be part of the action by visiting Yokohama’s booth at each race and testing their tire-flipping skills as part of the Yokohama Tire Flip Festival Challenge.
Speaking about the sponsorship, Fardad Niknam, Yokohama Tire’s director of LTR segment development said that Spartan Race is known all over the world for its incredibly demanding obstacle race events. Those who follow the race are known to be passionate, gritty, and fearless. As the fan base of the event keeps expanding, they are an ideal audience to interact with Yokohama’s tires, which just like the participants in the Spartan race are known for being strong, tough and durable.
Ian Lawson, vice-president of sponsorship and sales at Spartan Race said that Yokohama’s sponsorship of Spartan Race marked the convergence of two similar global brands, and highlighted the tremendous growth and appeal of the obstacle course racing sport and Spartan endurance lifestyle as an integrated sponsorship platform.
Manju Mathew, an MBA in marketing, completed publisher training courses from the Oxford Brookes University and New York University. She started with marketing and PR roles before moving on to her current position as a full time writer. Currently living in Dubai, her life as an expat has sharpened her observation skills and flair for writing. She enjoys writing about luxury cars like Ferrari, Lamborghini, etc even if she can only dream of owning them.
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