Yokohama

The Association of Tennis Professionals has succeeded in its long-term ambition of identifying a sponsor from the tyre sector through its new agreement with Yokohama Tire.

Over a seven-year period, Japan’s Yokohama Tyres appointed online agency WePlay to activate is Chelsea FC sponsorship to build the brand globally, promote product awareness and grow its social following.

In October 2021, Chelsea official tyre partner Yokohama teamed up with 90min to showcase the brand’s fun side with a prank-style viral featuring Timo Werner, Mason Mount and Jorginho.

Running from March 2018 to May 2019, Drive for More leveraged Yokohama’s Chelsea shirt sponsorship to convert consumers at the point of sale.