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Title 11/17/2011 - Swoosh! Hankook Tire Scores With Branded Presence During 2011 Men's College Basketball Tournaments
Date 11/18/2011 Count 4826

Swoosh! Hankook Tire Scores With Branded Presence During 2011 Men's College Basketball Tournaments

Hankook broadens investment in area of U.S. sports marketing


WAYNE, N.J., November 17, 2011 - Hankook Tire America Corp., one of the fastest growing tire companies in the world, today announced its plans to advertise with men's U.S. college basketball as part of nine tournaments during November and December of this year. Hankook's sponsorship adds college level men's basketball to the company's current portfolio of sports marketing initiatives, which for 2011 also included behind home plate advertising at twenty two Major League Baseball team's ballparks across the United States and Canada and investments across a range of motorsports events.

Hankook Tire signage will be seen courtside during a number of college basketball's most anticipated and viewed 2011 tournaments. The nine tournaments will be broadcast nationwide on multiple television networks. Hankook brand exposure will be present at the following events:

  • Ticket City Classic-Austin
  • CBE Classic
  • Charleston Classic
  • Puerto Rico Tip Off
  • Ticket City Classic-NY/NJ
  • Maui Invitational
  • Jimmy V Classic
  • NIT-Season Tip Off
  • 2011 Showcase

"Hankook Tire is excited to be working with men's college basketball as an advertising partner in one of the most thrilling sports series available to American sports fans," said Soo Il Lee, president of Hankook Tire America Corp. "This sponsorship broadens our involvement in sports marketing and puts us in a prime position to gain brand awareness at a time when interest in college basketball is likely to continue to grow during the next few months. Our behind home plate advertising in professional baseball provided Hankook with exceptional brand building opportunities and we are confident that our involvement with men's college basketball will provide us with similar positive benefits."

Having established a well recognized association with professional baseball, Hankook's latest advertising agreement with men's college basketball brings another popular, well know sport to the company's growing sports marketing program. It also offers Hankook year-round sports related advertising.

Hankook Tire's advertising participation with men's college basketball is the company's latest effort to increase brand awareness in the United States. Earlier this year Hankook Tire America claimed a billboard in New York City's Times Square, placing the company shoulder-to-shoulder with some of the world's most iconic brands. Hankook's two baseball-themed consumer rebate and vehicle giveaway promotions, Great Catch and Great Hit, capitalized on the company's already successful baseball related advertising. For 2011, Hankook also became an official sponsor of the Formula Drift motorsports series and sponsored top notch teams during the season. Additionally, 2011 saw the launch of Hankook's "Be One with It" print and television adverting campaign. The objective of these efforts is to raise consumer awareness, increase market presence and build brand recognition.

About Hankook Tire America Corp.

Headquartered in Wayne, N.J., Hankook Tire America Corp. is a technology-focused, market-driven company that markets and distributes a complete line of high performance and ultra-high performance passenger tires, light truck, SUV tires, as well as medium truck and bus tires to more than 400 independent dealers through 3000+ retail sales locations in the United States.

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