Chelsea AFC-Of course, the agreement that has been signed. So, will be for 5 years from this year (2015) , Significantly, and will put them up there with the big tyre players. Incidentally I have noticed that the big tyre companies.Of course, such as Goodyear and Michelin have stayed clear of such large sponsorship deals,
Yokohama Tyres 19545×16 have proved to be a good seller to the younger tyre market and that’s where we missed out in the past.
We started to sell Yokohama about ten years ago but we found it a difficult product to sell. Yokohama was now a very big seller of wheel and tyre packages, and it was athing that we found hard to sell here in Halifax.
At the time, we did not know that this particular product was one of the first things to be sold on the internet,, and the market for wheel units was bought by the younger drivers online from a company in Macclesfield selling cheap Yokohama Tyres 19545×16 and wheels online.
We then fell out
with Yokohama tyresand concentrated on other tyre companies. This was before we joined Point-S. Point-S are an independent tyre dealer group here in the UK. And gave us the chance to buy directly from the tyre manufacturers for the first time in a few years. We are no longer members of Point-S !
This opened the door for Yokohama tyres again
And we started to deal with them for a second term. This time, we were aware of the internet and could price up our tyres competitively. With special price structures, we were able to sell this excellent product at very competitive prices and we are now able to offer our customers a good deal for an excellent product. Yokohama Tyres 19545×16 have proved to be a good seller to the younger tyre market and that’s where we missed out in the past.
This driver of this White Citroen DS3 specifically asked for
Yokohama Tyres 19545×16 for his car and were definitely the tyre choice for the younger driver. I would also like to take this chance to thank Yokohama for the very professional manner that they showed when fitting my tyre depot with brand new signage and display materials.
Update on the Relationship Between-Yokohama Tyres and Chelsea AFC
Chelsea’s partnership with Yokohama Tyres remains one of the club’s most memorable commercial deals of recent years. Yokohama first appeared on Chelsea shirts in 2015, marking the Japanese manufacturer’s biggest football sponsorship to date.
The partnership helped Yokohama strengthen its brand presence across Europe and the UK, especially with Premier League football being beamed around the world.
Although the shirt sponsorship has since moved on, the relationship didn’t end there—Yokohama continued working with Chelsea in various promotional and community activities, keeping the connection strong between the club and the tyre brand.
The deal proved beneficial for both sides. Chelsea gained a major international partner with a reputation for high-quality engineering, while Yokohama enjoyed a surge in global visibility, particularly across Europe, where football remains a powerful marketing channel.
To this day, many Chelsea supporters still associate the brand closely with the club’s successes during those years, including Premier League and Europa League triumphs. Even though they’re no longer front-of-shirt sponsors, the legacy of the partnership lives on, and Yokohama remains a recognisable name among Premier League fans — a reminder of how football and engineering can work hand-in-hand.
I will attempt to bring this up to date as best I can
Yokohama Tyres and Chelsea AFC ended as of my last information update in January 2022. The partnership lasted several years; however, Yokohama Tyres had decided not to renew their sponsorship contract with the team by that point.
Now, in your typical nice and casual way, let’s dive into this topic, with some local tyre dealer emphasis:
It’s always intriguing to observe how football clubs and their sponsors work together, and occasionally how they don’t. In the case of Chelsea AFC and Yokohama Tyres, it’s a story about a partnership that had its time in the spotlight but eventually came to an end.
Chelsea Football Club and Yokohama Tyres were a formidable duo for many years. The Blues proudly donned the Yokohama badge on their shirts, which football fans all over the world recognised. It was almost like a love affair between football and tyres!
This union, like many excellent things in life, had its time. Yokohama Tyres and Chelsea AFC
By 2022, the collaboration had run its course, and the Yokohama logo said goodbye to Chelsea’s shirts. In some ways, it was the end of an era.
Let’s talk about the neighbourhood tyre shops now, shall we? Because Chelsea is such a well-known team, the sponsorship contract did put Yokohama Tyres on the map in the United Kingdom, and it had an influence. But, you know, it’s also important to remember our local tyre retailers right here in the United Kingdom.
I’m sure you have some wonderful tyre dealers in Halifax, including the famous ones, such as Pellon Tyres, who have been servicing the community for years. They may lack the sparkle and glamour of a football sponsorship, but they play an important part in keeping our wheels going.
So, while the Chelsea-Yokohama romance may have ended, let us not forget to support our local tyre retailers. They are the ones that keep our cars safe and our trips smooth in our neck of the woods.
The strange thing is that I have just finished a blog.
About the involvement of tyre companies with professional football clubs. Including the leagues across the world! Especially in Europe. Significantly, Yokohama and Chelsea Football Club have signed a sponsorship agreement. Importantly, that will enable the display and wear of the tyre company logo.
On the official football shirt. Yokohama Tyres UK branding is at the stadium and on the pitch side. Using the logo, players and coach of Chelsea FC to promote various tire-related advertising and
In my opinion, Yokohama Japan is already heavily involved in sport through their supply of tyres for the motorsport industry. The football scene is what all the tyre companies are competing for, and now the Japanese tyre company has joined the club, big style. This will undoubtedly raise brand awareness for Yokohama, simply because Chelsea and Manchester United are worldwide brands, and the tyre products will be seen on televisions all over the globe, including faraway countries such as Australia and even China.
The agreement ends in 2020-Yokohama Tyres and Chelsea AFC
The agreement that has been signed will be for 5 years from this year (2015) and will put them up there with the big-tyre players. Incidentally, I have noticed that the big tyre companies, such as Goodyear and Michelin, have stayed clear of such large sponsorship deals (except, of course, Continental Tyres, who were one of the World Cup sponsors), with the battle being between the main mid-range tyre brands, such as Apollo Tyre and Hankook, and including Yokohama.
Chelsea FC is a prestigious football club situated in London and is currently in the top place of the English Premier League under the management of Jose Mourinho, a guy who speaks his mind and has great knowledge of the game, coaching many great teams in European football. The club has won the English Premier League as many as four times, and in the 2012–2013 football season, Chelsea won the Europa Cup.
It will be good to see the Yokohama ads on the TV screen- Yokohama Tyres and Chelsea AFC
So, I hope it improves in profile. Of course, and we sell more tyres at my garage here in Halifax, Yorkshire, UK. Knowing that Yokohama are a success at motorsport promotions. But I have thought all along that they are only playing to a small audience compared to the big attractions, such as this deal with Chelsea FC, and I know that it will give them greater exposure, but I hope that they do not drift away from their motorsport background.
I myself like to watch football on TV. Subsequently, I have noticed an increase in the TV exposure of tyre companies. Last night, I watched a UEFA Europa League match between Glasgow Celtic and Inter Milan of Italy. So, I could not help but notice the terrific amount of exposure that Hankook Tyres had with pitch-side advertising boards. Even though the Milan players have Pirelli as their shirt sponsor,. So it has to be a thing for the future.
Halifax to the Isle of Arran – A Customer Who Never Forgot Pellon Tyres
Every now and again something happens at the garage that reminds me why I’ve loved this trade for so long. We’re used to customers popping in from Sowerby Bridge, Elland or perhaps the odd one from Leeds who works in Halifax – but this week brought a surprise that really made my day.
Early on Monday morning, the phone rang. My manager, Debbie, answered, expecting the usual run of winter tyres and MOT bookings. Instead, the chap on the other end started by saying:
“I used to live in Halifax… about thirteen years ago… but I’m phoning you from the Isle of Arran.”
Now, the Isle of Arran isn’t exactly round the corner. It’s a beautiful Scottish island, rugged, hilly, windswept and totally different from our Yorkshire valleys. But despite being miles away, this customer remembered Pellon Tyres as the place he trusted most for honest advice and fair prices.
You can’t buy loyalty like that.
Halifax to the Isle of Arran
Choosing the Right Tyres for Island Life: Halifax to the Isle of Arran
He went on to explain that he now works outdoors on the island, often in fields and on rough terrain, and drives a Toyota Land Cruiser — the ideal vehicle for that kind of lifestyle. The only problem was finding the right tyres for such varied conditions.
Local prices on Arran were steep, and the choice wasn’t great. So he did what many people do: he rang his old trusted garage back in Halifax for advice.
After a proper chat with the lads in the office and going through all the options, he settled on the Toyo Open Country A/T 265/65R17—a cracking all-terrain tyre that’s perfect for the mix of fields, farm tracks and steep island roads. Not a full-blown winter tyre, but with enough bite and strength to cope with the rugged landscape.
A proper working tyre for a proper working vehicle.
And While He Was At It… Another Set for His Other Car! Halifax to the Isle of Arran
A couple of days later, he rang back again—not only did he want the Toyos for the Land Cruiser, but he also wanted a pair of Yokohama Geolandar 225/55R18 for his other car.
Why? Simple:
Even with the delivery cost, our price was cheaper than buying tyres on the island.
Times may change, electric cars may come and go, but one thing stays the same: Yorkshire folk (even the ones who’ve migrated north of Hadrian’s Wall!) never forget where they get good value for money.
A Little Bit of Halifax on a Scottish Island: Halifax to the Isle of Arran
I love stories like this because they show what proper, old-fashioned customer service can lead to. This chap hasn’t lived in Halifax for more than a decade, but he still remembered the friendly welcome, fair pricing and honest advice he got when he used us years ago.
We always say that tyres aren’t just black round things — they’re a lifeline. They keep you safe whether you’re coming down the steep cobbles of Halifax Old Town, trundling up the A629 to Keighley, or crossing a misty moor track on the Isle of Arran.
And it’s good to know that our little garage on Pellon Lane is still the place people turn to… even if they now live on a remote island surrounded by seals, cliffs and the wild Atlantic!
If You Need Tyre Advice – Whether You’re in Halifax or Honolulu – Give Us a Bell
Whether you’re just up the road in Mixenden or you’ve moved halfway across the UK, we’re always here to help. We’ve supplied tyres to customers in France, Spain, Scotland, and now Arran—but nothing beats the warm feeling of a Halifax lad remembering where he got looked after properly.
If you need advice on all-terrain tyres, winter tyres or just something sensible for everyday use, pop in or give us a ring:
https://www.pellonautocentre.com/wp-content/uploads/2024/07/pellon-tyres-logo-509x321.jpg00Eric Robertshttps://www.pellonautocentre.com/wp-content/uploads/2024/07/pellon-tyres-logo-509x321.jpgEric Roberts2025-11-22 10:57:222025-11-22 11:28:21Halifax to the Isle of Arran
To be truthful, I am not a mad follower of motor racing! It probably has something to do with the fact that in the whole of West Yorkshire, we do not have a race circuit. The nearest one is Croft in North Yorkshire, and I have visited this track a few times in the recent past.
Of course, I live in North Yorkshire, and I have visited this track a few times in the recent past. So to see various motor racing events. The last one was a British BMW championship meeting through Kumho tyres.
It came to me with great pleasure! So when I was invited to a race meeting in Snetterton, Norfolk, UK,. The race meeting was a good four-hour drive from my beloved Yorkshire. But nevertheless, I decided to do the round trip in the day and set off at 5.30 in the morning. The day was going to be red hot! You could just tell, and I was looking forward to watching the cars perform. Especially on the Yokohama Racing Tyres that we sell in Halifax to our customers.
I arrived early because the roads were quiet due to the fact that it was Sunday morning
I met the Yokohama Racing Tyres UK guy, Paul Cox. Paul was to be my guide! Shyly, as I have said, I know little about the motorsport circuit. Although I love the atmosphere that these events can generate. I took my camera to take some shots of the cars. Especially with the Yokohama racing tyres fitted. This is always a sign of a good tyre company, and the research and development that these companies gain is invaluable when it comes to developing tyres for the regular cars that we use in our daily lives.
Paul turned out to be a very knowledgeable guide, having competed in motorsport racing himself for a good many years and now helping to coach his son to become a race car driver at the age of seventeen. The racing today was to be the British F3 and GT championships, and when I arrived, it was a lovely sunny day, and the crowds were already building up.
British F3 has always been one of the proving grounds for future F1 drivers, including 2009 World Championship winner Jenson Button. Some of the drivers competing on that day are expected to become future F1 stars, including Kevin Magnussen and Daniel Ricciardo, so watch out for those names.
The weekends of racing also included the BRDC Formula 4 Championships: Yokohama Racing Tyres
Including up-and-coming stars on the show, I could not wait. These cars run on 2-litre Ford Duratec engines and develop 175 brake horsepower (BHP). They are supplied with a Cosworth engine management system and are operated with a 6-speed Sadev transmission system that works from a paddle shift. Yokohama Racing Tyres are the suppliers of wet and slick compound tyres, which was the main purpose of my visit.
Paul was really enthusiastic about showing me around. So, I was very impressed with the politeness of the drivers. Including the guys in the pits! Allowing me to take pictures at will. He also knew many of the drivers. Introducing me to a couple of them in between their busy schedules. One of the drivers was Jon Minshaw, the owner of the famous Demon Tweeks motor parts store. Consequently, taking time out between changing drivers midway through a race.
The Yokohama tyre fitting area was most impressive. Yokohama Racing Tyres
Paul also introduced me to the YOKOHAMA TYRES UKtyre fitting team, fully equipped with fitting machines and wheel balances, all ready for the action. In fact, when we were there, they had already fitted in excess of a hundred slick tyres; due to the hot sunny weather, the slick tyres give a better grip than tyres with a tread on them.
One of the other drivers that I saw was Sir Chris How, who has only recently changed from cycling to the British GT Championships and is said to be a “natural” at motorsport, making 2014 his debut year in the Nissan Academy Team known as RJN. Also in his year of racing was Rick Parfitt Jr, son of his famous namesake from the band Status Quo, whom I incidentally saw live at Leeds First Direct Arena last December with my wife Michelle. Rick the elder often watches his son race but was not there on this day.
After watching a great day of racing and talking to many of the pit guys, I thanked Paul for a great day out and headed for my long drive back to Yorkshire, looking forward to my next race meeting later this year.
Yokohama Tyres – Racing DNA and Why It Matters for You
We see a fair few cars at Pellon Tyre and Autocentre that carry premium tyres, and one brand that keeps showing up in both the workshop and on the track is Yokohama. Now, we’re not just talking “brand name” here — this lot have their tyres up to some serious motorsport business, which helps you as a driver in Halifax and the UK get better performance on the road too.
A Bit of History
Yokohama Rubber Co., Ltd. was founded in 1917 in Japan. Wikipedia Over the decades, the company built up its reputation for strong rubber and quality tyres, and in motorsport they’ve used the track as a proving ground. The brand you’ll often hear about in performance-tyre circles is the ADVAN series – that’s where their racing rubber lives and bleeds into what you and I might fit to our daily driver or weekend car.
What Yokohama Are Doing in Racing Right Now
Here in 2025 the brand is heavily involved – and I mean heavily – in key racing championships across the world.
They’re the control tyre supplier for major series. For example, in Japan the SUPER FORMULA Championship has used Yokohama’s ADVAN tyres for both dry and wet tyres. y-yokohama.com+1
In Europe, the brand is partnering with teams in the Nürburgring 24 Hour Race (one of the toughest endurance events around) and supplying tyres for top-class GT3 machines. y-yokohama.com+1
In the UK, a big deal was signed with the Time Attack Championship and the “Racing Hondas” series – from 2025 onwards Yokohama will be the official tyre partner, using their semi-slick A052 for club-level competitions. timeattack.co.uk+1
They’re also moving into more adventurous forms of motorsport. For example, they announced a partnership with the new hydrogen-powered off-road race series Extreme H World Cup, supplying a tyre based on their GEOLANDAR X-AT designed for heavy-duty rugged conditions, matched with a high content of recycled and renewable raw materials. Extreme E – The Electric Odyssey
So the message is clear: Yokohama use tough racing environments, track days, hill climbs, endurance races and even next-gen forms of motorsport (hydrogen off-road) to test and prove their tyres.
Why That’s Good News for the Everyday Driver in Halifax
You might think, “All well and good for the track, but my Focus/Fiesta/Range Rover only does the A58 and a few hills round Mirfield and Halifax.” But here’s the important bit: the lessons from motorsport almost always trickle down into road-tyre development.
For example:
Improved grip in wet and dry — the tyres that survive Nürburgring or hill climbs under extreme conditions have to manage heat, stress, wear and high lateral loads. That helps you when you’re braking for that tricky roundabout on the way out of Halifax in the rain.
Better materials, better durability — Yokohama talk about using racing for “everything we learn under gruelling race conditions leads to better performing, longer lasting tyres for the track and street.” Yokohama +1
New tech and sustainability — As we all know, running a garage means thinking of cost, performance and “what’s next”. Yokohama are working with new raw materials like bio-butadiene rubber (that’s rubber made from plant-based resources) that were tested in racing. blackcircles.com
So fitting a pair of good Yokohama tyres means you’re backed by a brand that doesn’t just talk performance—they race it. And for your garage business, when you recommend tyres to customers who want better road feel, reliability and value, that’s something you can point to with confidence.
What to Look Out for When Fitting Yokohama Tyres
Since you’re running a garage and selling batteries and tyres online, here are a few pointers you can mention to your customers:
Check the correct model for the use: For performance and track days, look at the ADVAN range (for example, the semi-slick A052 or slick A005). Good for owners who do spirited drives, occasional track days or just like “performance feel”.
For everyday use with confidence: Yokohama’s road-tyre ranges still benefit from their racing tech; identifying the correct size and load rating is essential (typical for UK roads, snowy Yorkshire winters, etc.).
Storage and fitting matter: even the best tyre performs poorly if worn, under-inflated or mismatched. Your garage advice (as you already provide) about correct tyre pressure, wheel alignment, and checking wear is spot-on.
Explain the “racing heritage” value: For many customers it’s not just “a tyre”, it’s a tyre backed by worldwide motorsport involvement. That can help justify why a premium tyre might be worth the bit extra.
Recommended internal links in your article to your site: Maybe link to your tyre-fitting service page at Pellon Tyres, a page about choosing performance tyres, and perhaps a case study you’ve done with a car that used performance tyres. Also external link to Yokohama’s motorsport page if you wish
For safe driving in the winter, especially in hilly and mountainous regions like Halifax and Yorkshire, winter tyres are essential. Winter tyres offer superior traction on icy and snowy roads because they are composed of a softer rubber compound that maintains its flexibility even in below-freezing temperatures.
Winter tyres’ unique tread pattern is made to channel snow and slush away, lowering the chance of skidding and enhancing traction. This is especially crucial in hilly areas where driving can be extremely dangerous due to the mix of slick roads and steep inclines. Winter tyres provide driver confidence while navigating Yorkshire’s hilly landscape, which lowers the risk of accidents.
The advantages of winter tyres go beyond better traction in places like Halifax, where winter conditions may be severe and erratic. Additionally, they improve braking efficiency, making it possible for cars to stop on icy or snowy roads with greater effectiveness.
This is essential for the protection of motorists, passengers, and pedestrians, particularly on the narrow, curving roads that are frequently found in hilly areas. Winter tyres can also lessen the amount of wear and tear on regular tyres, which are not made for severe winter weather.
Yokohama Winter Tyres
Investing in winter tyres can help people in Halifax and surrounding regions travel more safely during the winter, reducing the likelihood of weather-related accidents and keeping everyone safer on the local roads.
Tyres are arguably the most important part of your car. They fill a variety of roles in car performance, most importantly making sure that the car can roll! Without strong, adequate ones, you run the risk of getting a blowout on the motorway or not being able to control your car in extreme weather conditions. Your mileage will also be lower with poor tyres fitted to your
car. You want tyres that are strong, durable, and silent on the road. You also want them to last a long time. If you live in a snowy area, you probably want even more specialised wheels that perform well in snowy or icy conditions. Yokohama Winter Tyres are one of the best in their class for such a job.
Now there are no overall “best tyres”. Some will enable faster driving. Others function better with wear and are more durable. However? if you live in cold areas, such as the Welsh mountains, North and West Yorkshire, the Lake District, and most of Scotland. Yokohama Winter Tyres are among the best.
Yokohama Winter Tyres
Are designed to give you complete control over your car and maximum traction in icy conditions. They use specialised technology and tread designs to ensure that icy driving is no problem. Just driving slowly and carefully isn’t a valid option, especially if you live in a city that receives tonnes of ice and snow. You need the control, grip, and precision that Yokohama Tyres offer.
There are several false ideas that people have concerning winter. First, many people believe you only need two winters or that you don’t need winters at all. Regular summer ones or even all-season ones don’t offer the same level of control or safety as winter ones, especially in extreme conditions.
Also, contrary to popular belief,
you want to have four winters fitted. If your car uses a winter pair in the front and a regular set of tyres on the back, then each end of your car will react differently. This can be extremely detrimental if you are sliding on ice or driving in extreme weather. Investing in Yokohama Winter Tyres is much safer for accelerating, braking, and handling the car.
Traction control and ABS brakes offer only limited benefits to cars with winters fitted. Traction control does not help with the the traction of your car in any way but controls the
acceleration of your tyre. Winters will give you the grip you need in winter conditions. Similarly, while ABS brakes will only ensure that car tyres will not lock up, they also don’t improve actual traction.
A: Yes — even without heavy snow, UK winters regularly drop below 7°C, where winter-compound tyres perform far better than summer tyres. They offer improved grip, shorter braking distances, and safer handling on wet, cold, and icy roads.
Q2: Do winter tyres make a big difference on hills like we have in Halifax?
A: Absolutely. Winter tyres dramatically improve traction on steep icy or frosty roads — especially around Halifax, Hebden Bridge, and the Pennine hills, where winter conditions can be harsh.
Q3: When should I fit winter tyres?
A: Most drivers fit them from October to March. Whenever temperatures consistently drop below 7°C, winter tyres perform significantly better than standard tyres.
Q4: Are winter tyres noisy or uncomfortable?
A: Modern winter tyres are very quiet due to advanced tread designs. Brands like Falken, GT Radial, and Dunlop make winter tyres that feel almost identical to summer ones on normal roads.
Q5: Do winter tyres affect your insurance?
A: No — winter tyres are approved for UK use. They do not increase your premium, and most insurers actively encourage them for safer winter driving.
Q6: Should I use winter tyres on a 4×4 or SUV?
A: Yes. Even 4×4 vehicles benefit massively from winter tyres because they improve braking and cornering, not just traction.
Q7: How long do winter tyres last?
A: Most last 3–5 winters, depending on mileage. Rotating them each season helps extend their life.
Q8: What are the best winter tyres for Halifax driving?
A: Popular choices include Falken Eurowinter, Dunlop Winter Sport, GT Radial WinterPro, Continental TS860, and Bridgestone Blizzak, all excellent for cold, wet, hilly Pennine roads.
I hope you enjoyed this article about the benefits of Yokohama Winter tyres.
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