The Yokohama Tire Corporation has a number of sports sponsorship program and some pretty interesting ways of getting their message across. A recent home game between the Los Angeles Angels and Texas Rangers on June 2 saw the Japanese rubber company hand out Yokohama-branded cowboy hats to all the fans.
During the fifth inning, all 39013 fans at the game made history as the "largest gathering of people wearing cowboy hats." It beat the previous record of a lowly 500 by quite a margin.
Yokohama is in its third year of partnering with the Angels, while it also works with the Philadelphia Phillies and New York Yankees in baseball. The comapny has existing partnerships with four NFL teams as well - the Dallas Cowboys, Baltimore Ravens, Chicago Bears and New England Patriots.
"Mission accomplished," said Shawn Denlein from Yokohama. "Fun promotions like this are one of the reasons we're involved in sports marketing. 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."