Thanks to a special in-game baseball promotion developed by the Los Angeles Angels, Yokohama Tire Corporation is in the Guinness Book of World Records.
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The Angels gave fans Yokohama-branded black cowboy hats during a June 2 home game against the Texas Rangers. During the fifth inning, 39,013 fans made history as the “largest gathering of people wearing cowboy hats,” which bested the old Guinness record of 500.
“Mission accomplished,” said Shawn Denlein, YTC director of sales, Consumer Products. “Fun promotions like this are one of the reasons we are involved in sports marketing. They create excitement with fans while helping drive consumer traffic to our dealers. I’d like to tip my hat to the Angels on creating this entertaining promotion. Not only did it break a Guinness world record, but it’s a clever nod to the Angels’ original owner, Gene ‘The Singing Cowboy’ Autry.”
Yokohama is in its third year of partnering with the Angels. The sponsorship agreement includes a combination of signage in centerfield, behind home plate and on the first and third base lines; pre-game, post-game and in-game spots on the Angels flagship radio station throughout the season; in-stadium displays and in-game announcements on the public address system and LED scoreboard.
In addition to the Angels, Yokohama’s 2012 baseball sponsorships include deals with the Philadelphia Phillies and New York Yankees. Yokohama also has existing partnerships with four National Football League teams – the Dallas Cowboys, Baltimore Ravens, Chicago Bears and New England Patriots.
For more information, visit www.yokohamatire.com.
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