Kumho to boost use of sports in marketing

Linsalata, Vera
March 2011
Rubber & Plastics News;3/7/2011, Vol. 40 Issue 16, p23
Trade Publication
The article reports that Kumho Tire U.S.A. Inc. is changing its marketing strategies to emphasize sports and interactive fan experiences. Rick Brennan, vice president of marketing, focuses on the need of expanding their motorsports related accomplishments rather than sponsoring some college football and basketball teams. However Kumho will support grassroots racing, creation of an attractive campaign, and social media and web presence to promote brand awareness.


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