THE US ARM of Japanese tyre company Toyo Tires has signed a sponsorship deal with the Ultimate Fighting Championship (UFC) for 2012.
The agreement will see Toyo Tires gain an extensive branding presence at six pay-per-view events throughout the year, most notably in the centre of the Octagon ring, as well as access to UFC and mixed martial arts (MMA) fighters for its marketing initiatives.
Valued by Frontloaded at around $1m, the deal sees the brand agree a similar deal to one that it signed in 2011, which marked a return for Toyo Tires to the UFC following a three-year absence having first sponsored the MMA promoter between 2006 and 2008.
According to the official press release, the partnership, which makes Toyo Tires the official tyre of the Ultimate Fighting Championship, will see the brand given a stronger presence on UFC.com, despite the website not currently displaying any of its marketing partners.
Dwarfed in the sponsorship world by global tyre brands such as Bridgestone, Continental, Goodyear and Pirelli, Toyo Tires’ sports marketing strategy focuses on the less-cluttered disciplines of MMA and off-road motor racing, and is also a sponsor of personalities from both sports.
In charge of brokering sponsorship deals for Toyo Tires USA is senior director of marketing Amy Coleman.
By Luke Harman
Follow Luke on Twitter: @lukeharmanSBG