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Kumho Tire makes move into NBA

The National Basketball Association has agreed a deal with Kumho Tire to make the US arm of the Korean multinational tyre manufacturer the official tyre of the NBA and NBA Development League in the US and South Korea.

The terms of the multi-year marketing partnership were undisclosed but the agreement is a first in the category for both leagues and represents Kumho Tire’s inaugural collaboration with a US sports league.

Kumho is set to benefit from a range of branding opportunities during NBA All-Star in New Orleans this weekend and will also be a presenting partner of the NBA D-League All-Star Game, where it will have a logo presence on the players’ uniforms. The company will enjoy exposure on-court, on pole pads, stanchions and courtside signage during the D-League All Star Game, along with integration across the league’s social and digital media platforms.

Elsewhere during the NBA season, Kumho Tire will continue to receive national exposure through courtside advertising and serve as a presenting partner to both NBA Fit Court and NBA All-Star Jam Session. During the season-ending NBA Playoffs, it will present the NBA Playoffs Playbacks highlights series on the league’s NBA TV property.

Last October, Kumho Tires renewed its sponsorship of NBA team Los Angeles Lakers for a fourth consecutive season.