Introduction
In the high-energy world of professional sports and global branding, partnerships are forged not only on the court but also in the way organizations show up at public events. Few collaborations highlight this better than the ongoing partnership between Kumho Tires and the Los Angeles Lakers.
For over a decade, Kumho has served as the “Official Tire of the LA Lakers,” leveraging its sponsorship to build awareness in the competitive Southern California market. Central to that activation strategy has been custom 10×10 pop-up tents from Splash Tents, Inc. Whether at outdoor festivals, fan appreciation days, or indoor promotional activations, these branded canopies have become a recognizable fixture. Even today, they stand tall, shining as brightly as the purple-and-gold banners inside Crypto.com Arena.
Who Kumho Tires Is
Kumho Tires, a South Korea-based tire manufacturer, has grown into a global brand with distribution in more than 180 countries. Known for its blend of affordable performance and reliability, Kumho has established strong roots in the U.S. tire market.
The company has positioned itself as more than a product brand — it’s an experience brand, aligning itself with sports teams, motorsports, and community activations that reflect its values of performance, teamwork, and endurance. Its partnership with the LA Lakers, one of the most globally recognized sports franchises, is a shining example of how effective sponsorships amplify brand identity.
Why the LA Lakers Partnership Matters
Los Angeles is one of the toughest markets in the world for visibility. Every brand wants to make an impression, and the Lakers — with their international fan base, star-studded games, and media presence — are a gateway to global exposure.
Kumho Tires’ association with the Lakers:
- Builds credibility in a competitive automotive industry.
- Connects the brand with millions of passionate Lakers fans in California and beyond.
- Extends into community events, youth basketball programs, and fan experiences, which are key for grassroots engagement.
And at the center of those fan-facing events are the Splash Tents custom 10×10 canopies with logos that create both shade and spectacle.
Why Kumho Tires Chose Splash Tents, Inc.
When Kumho’s marketing team evaluated event infrastructure needs, they wanted more than a simple canopy. Their requirements included:
- Durability: Equipment that could withstand repeated setup/teardown cycles, travel, and both indoor and outdoor use.
- Visibility: Branded tents that would match the professionalism of both Kumho and the LA Lakers.
- Portability: Lightweight enough for staff to handle quickly during activations.
- Longevity: Structures that would last years rather than months.
Splash Tents, Inc. delivered on all counts, providing digitally printed 10×10 canopies that feature Kumho’s signature red-and-white branding alongside Lakers logos and campaign messaging.
How the Tents Are Used in Los Angeles
- Fan Zones Outside Toyota and Crypto.com Arena
Before big games, fans gather at outdoor plazas for entertainment, giveaways, and interactive experiences. Kumho’s 10×10 Splash Tent canopies serve as branded stations where fans spin prize wheels, collect Lakers swag, and learn about Kumho’s tire innovations.
The vibrant tents are not only functional but serve as landmarks in a sea of fans, guiding people toward the experience.
- Community Basketball Events
Kumho and the Lakers regularly co-host youth basketball clinics in the Los Angeles area. At outdoor courts, the branded tents create shaded areas for registration, hydration, and first aid, while also projecting the professional presence of both organizations.
The portability of Splash Tents’ 10×10 models makes them especially useful at these grassroots events, where setups need to be quick, safe, and flexible.
- Auto Shows & Cross-Promotions
Los Angeles is home to one of the nation’s most influential auto shows. Kumho uses their Splash Tent canopies at outdoor displays and pop-up activations, aligning automotive performance with Lakers’ prestige. The tents are paired with branded table covers, flags, and pop-up banners to create a complete event package.
- Indoor Expo Activations
Because of their sleek, professional look, the same 10×10 tents can be set up indoors at trade shows, mall activations, or Lakers fan expos. Their crisp digital printing and compact footprint make them versatile across settings.
Longevity That Proves Value
One of the most impressive aspects of Kumho and Lakers’ use of Splash Tents is how the tents have endured over time. Many of these branded canopies have been in rotation for years, yet:
- The frames remain solid, thanks to industrial-grade engineering.
- The printed fabric retains vibrancy, showing off Kumho’s red logos and Lakers’ purple-and-gold themes without fading.
- They’ve stood up to California sun, wind, and rain, proving their resilience in outdoor environments.
Even today, more than five, six, or even eight years after their first use, these tents continue to represent both brands with professionalism.
Why Branding Matters for Kumho & Lakers
For both Kumho and the Lakers, the tent isn’t just shade — it’s a branding statement.
- Visibility: The tent is often the first thing fans see when they approach an event activation.
- Photography Backdrop: Every social media post taken under or near the tent carries Kumho’s and the Lakers’ logos.
- Credibility: A well-printed, sturdy tent tells fans and customers, “this is a brand that invests in quality.”
Splash Tents’ edge-to-edge digital printing ensures that logos are crisp, colors are true, and messaging pops — even in crowded or competitive event spaces.
Complementary Products from Splash Tents
Kumho and the Lakers don’t stop at canopy tops. They’ve integrated other Splash Tents products for a complete activation package:
- Branded back walls with action shots of Lakers players.
- Fitted table covers with Kumho and Lakers logos.
- Feather flags for vertical visibility across large outdoor plazas.
- Pop-up banners that add dynamic messaging inside arenas.
Together, these create a cohesive, immersive brand presence.
Affordability & ROI
Sponsorship activation costs can add up quickly. But Kumho’s investment in Splash Tents’ canopies has delivered strong ROI by:
- Reducing replacement costs thanks to long-lasting durability.
- Providing multi-event versatility (indoor, outdoor, sports, auto, community).
- Acting as a reusable asset that consistently projects professionalism.
Compared with cheaper, throwaway tents, the Splash Tents models have more than paid for themselves.
Standing Tall in Los Angeles
Los Angeles is a city of bold images, celebrity culture, and constant competition for attention. For Kumho Tires and the LA Lakers, having an event presence that looks professional, polished, and resilient is non-negotiable.
Thanks to Splash Tents, Inc., their 10×10 custom pop-up tents continue to shine year after year, standing tall at Lakers events, auto shows, and community basketball activations across the region.
For fans, they are a familiar sight. For Kumho, they’re a branding powerhouse. And for Splash Tents, they’re proof that quality-built event gear makes a lasting impact.
The collaboration between Kumho Tires, the LA Lakers, and Splash Tents, Inc. demonstrates the importance of investing in long-term, high-quality event infrastructure. In Los Angeles, where first impressions are everything, Kumho’s custom 10×10 pop-up tents have become a symbol of consistency and credibility, bridging the gap between sports passion and automotive performance.
Even today — nearly a decade since they were first purchased — these tents continue to shine indoors and outdoors, delivering branding that’s as durable as it is dynamic.
Splash Tents, Inc.
214.432.4025
@splashtents
