The US arm of Japanese tyre manufacturer Falken Tires has agreed a multi-year partnership with Major League Baseball.
The new partnership represents a strategic expansion of Falken’s sports sponsorship program, marking the company's first deal with a major professional sports league after enjoying significant success in motorsports marketing for 30 years.
As part of the deal, Falken will become the official tyre of MLB from the 2016 season. Falken will receive advertising and branded in-game enhancements for the most prestigious games on the 2016 MLB calendar, including the All-Star game, post-season and the World Series.
The company will team up with MLB on fan giveaways and in-game promotions and will also have global marketing rights for the 2015 postseason later this year.
Richard Smallwood, president and chief executive of Falken Tires, said: “Pairing with one of the most popular sports in the world is a great opportunity for Falken Tires to grow and expand into new markets.
“Falken Tires has long enjoyed a devoted international fanbase in motorsports. This brand alliance with Major League Baseball will help introduce Falken Tires to millions of new customers.”