Kumho Tire signs sponsorship deal with NBA’s Atlanta Hawks

Kumho Tire has signed a sponsorship agreement with the NBA’s Atlanta Hawks, becoming the team’s official sponsor.

The Atlanta Hawks are a leading NBA team representing Georgia. Since the 2007–08 season, they have made the playoffs 49 times, including one championship. The roster includes players familiar to Korean fans, such as Trae Young and Bogdan Bogdanović.

Under the agreement, Kumho Tire will display its brand on courtside LED boards and goalposts at State Farm Arena, the Hawks’ home court. The company also plans to hold joint events for the team and local community, including volunteer activities and other community support programs. In addition to Kumho Match Days, halftime events and player autograph sessions, it will run advertising campaigns on local radio and TV to strengthen its position as an official partner.

The NBA, considered one of the four major U.S. sports leagues, draws nearly 20,000 fans per game and is broadcast worldwide on TV and online in more than 200 countries. In 2014, Kumho Tire became the first tire company in the world to sign a sponsorship agreement with the NBA. It remains an official sponsor of the NBA and the NBA G League, the league’s developmental affiliate.

“Kumho Tire has a close relationship with Georgia, a strategic market where we operate a manufacturing plant, a sales subsidiary and two distribution centers. We decided to sponsor the Hawks to further strengthen our corporate image in the local community,” said Cho Nam-hwa, executive vice president and head of Kumho Tire’s North America Division. “We hope the passion for victory and sportsmanship that define sports will combine with the energy of our brand to create synergies.”

Since entering the U.S. market in 1975, Kumho Tire has steadily diversified and expanded its distribution network, growing its replacement tire business. The company plans to broaden its customer base through a range of marketing initiatives.