Toyo Tires has announced it has renewed its sponsorship agreement with the UFC. The extension through 2013 includes an expanded presence across the UFC’s multiple platforms.
Via press release:
“The UFC continues to be an incredible success story and has proven to be an outstanding marketing partner for Toyo Tires through the years,” said Amy Coleman, senior director of marketing, Toyo Tire U.S.A. Corp. “The UFC provides a worldwide marketing platform for Toyo Tires that has no seasonality and one of the largest, most socially-engaged fan bases in the world. We look forward to continued growth as we embark on another exciting year with the UFC and our mutual fans.”
“We are proud of the strong partnership that we have built with Toyo Tires since 2007 and we look forward to the continued growth of our relationship,” said Michael Mossholder, Vice President of Global Marketing Partnerships for UFC. “Both brands are driven to perform and show desire to excel in everything we do. We always look to partner with premium brands and category leaders.”
The partnership includes an expanded presence for Toyo Tires across UFC’s partner networks, FUEL TV and FX, as well as pay-per-view broadcasts. Toyo Tires will have fully integrated campaigns and digitally driven national promotions on UFC.com that include digital banners, video features and home page takeovers. UFC.com averages more than 6.7 million unique visitors per month worldwide and continues to be a top destination for UFC coverage and behind-the-scenes access.
Toyo Tires will also continue to reach UFC fans through experiential marketing activities such as having a presence at UFC tailgate parties and autograph signings. The Toyo Tires 80-foot big rig display continues to be hit at UFC tailgates where a wide variety of custom vehicles are on display to show off the applications for the full line of Toyo Tires products. The big rig display is expected to make several appearances during 2013 including UFC Fan Expo and Fight Week, scheduled for July.
Toyo Tires also leverages its relationship with the UFC through athlete autograph signings and meet and greets with fans. The Toyo Tires booth at the 2012 SEMA Show featured three days of autograph signings and appearances by over 10 UFC superstars. UFC athletes affiliated with Toyo Tires include bantamweight champion Dominick Cruz, middleweight Mark Munoz and lightweight Anthony Pettis.
Pic via Toyo Tires
Payout Perspective:
If the company sees value in its sponsorship, it makes sense for longtime sponsor Toyo Tires to continue with the UFC. Notably, Toyo Tires has a deal with Anthony “Showtime” Pettis. Pettis dons the company’s logo in the ring and appears on its behalf outside of it. He’s billed to take on Jose Aldo in one of the more anticipated matches this summer. Toyo Tires will likely take advantage of the hype behind the fight. WIth the expanded presence, we shall see the logo at more UFC events.
Since the Spring of 2009 their stock value has over tripled. Not quite back up to what it was in mid-2008 but they’ve been performing really, really well financially. Good to see them increasing their sponsorship.