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Yokohama continues to support TyreSafe by leveraging its highest profile global sponsorship programme for the charity’s benefit.

Why did Yokohama get involved?

By relinquishing a number of commercial activities in favour of supporting TyreSafe’s campaign, Yokohama has helped the industry reach out and communicate with a significant number of drivers in a high profile, eye-catching manner. By deploying the activity across the entire 2017-18 football season Yokohama has managed to significantly increase the reach of its activities, enhancing the effectiveness of TyreSafe

What did Yokohama do?

Building on the success of its award-winning campaigns in 2015 and 2016, Yokohama utilised its partnership with Chelsea Football Club to generate further high-profile awareness of tyre safety issues with football fans, as well as creating a powerful call to action by encouraging them to check their tyres for a safe journey home. The primary activity was focused around Chelsea’s 19 home Premier League fixtures at Stamford Bridge, reaching out to more than 40,000 individuals attending each match through prominent “Safe tyres save lives” messages on the stadium’s giant screens, pitch side advertising boards and match day programme advertising. Indeed, over the course of the season, excluding any audience views on television, the tyre safety messages were displayed in front of a potential match day audience of more than ¾ million people.

The result

Get involved

Like what you hear and want to play a part in making our roads safer, then simply contact TyreSafe on 01787 226995.