Yokohama expands US presence with LPGA tournament deal

Japanese tyre manufacturer Yokohama has signed a multi-year agreement with the Robert Trent Jones Golf Trail organisation to be the title sponsor of the Ladies Professional Golf Association tournament in Prattville, Alabama.

The 2014 Yokohama Tire LPGA Classic will be contested on September 18-21 on the Senator Course at Capitol Hill along the RTJ Golf Trail, which consists of 26 courses on 11 sites across Alabama.

Andrew Briggs, director of marketing and product planning for Yokohama, said the LPGA sponsorship fits into the company’s expanding sports marketing programme in the US, which includes partnerships with NBA basketball team Los Angeles Clippers, NFL American football teams Indianapolis Colts and Baltimore Ravens and MLB baseball franchises Los Angeles Angels and New York Yankees.

“This is an opportunity for Yokohama to get our brand in front of a new audience,” Briggs said. “The LPGA and RTJ Golf Trail are world-class organisations. We’ll work directly with them to maximise our agreement, incorporating dealer and consumer activities throughout the year to further promote our full line of tyres.”