BIRMINGHAM, Ala. — B.A.S.S. has announced a multifaceted partnership with Yokohama Tire, which will serve as the presenting sponsor of the Bassmaster Classic Celebrity Pro-Am, the presenting sponsor of all Bassmaster Classic weigh-ins and the title sponsor of the Bassmaster Elite at Santee Cooper Lakes.
The expanded relationship strengthens Yokohama’s long-standing presence with Bassmaster fans and competitors while highlighting the brand’s rugged, adventure-ready GEOLANDAR® line of truck and CUV/SUV tires.
“Yokohama is once again proud to partner with Bassmaster on several fan-related activities and activations,” said Andrew Briggs, Yokohama Tire’s senior vice president of marketing and product management. “We’re looking forward to another successful year connecting with Bassmaster’s passionate fan base about our wide range of rugged GEOLANDAR® truck and CUV/SUV tires.”
As presenting sponsor of the Bassmaster Classic Celebrity Pro-Am, Yokohama will help kick off one of sportfishing’s most celebrated weeks by pairing celebrities, influencers and top Bassmaster anglers for a fun and high-energy exhibition event. The partnership also elevates the brand’s presence on the sport’s biggest stage as presenting sponsor of the Bassmaster Classic weigh-ins, where thousands of fans gather daily to celebrate the biggest moments of championship week.
Yokohama will also headline the Bassmaster Elite at Santee Cooper Lakes, one of the most anticipated destinations on the 2026 Progressive Bassmaster Elite Series schedule. The South Carolina fishery is known for producing heavyweight largemouth bass and dramatic leaderboard swings — a perfect setting for showcasing a brand built around performance and durability.
“Bassmaster fans are among the most loyal and engaged in sports, and Yokohama has continually demonstrated a commitment to enhancing their experience, both on-site and through our media platforms,” said Phillip Johnson, Chief Operating Officer of B.A.S.S. “Their GEOLANDAR® lineup has become a trusted favorite for anglers and outdoorsmen, and we’re thrilled to expand our partnership across some of the most visible and exciting moments of the Bassmaster season.”
Through on-site activations, digital integration and fan-focused promotions, Yokohama’s expanded sponsorship will provide unique opportunities to engage with the millions of Bassmaster fans who travel, tow and explore the outdoors year-round.
About Yokohama Tire Corporation
Yokohama Tire Corporation is the North American manufacturing and marketing arm of Tokyo, Japan-based The Yokohama Rubber Co., Ltd., a global manufacturing and sales company of premium tires since 1917. Servicing an extensive sales network throughout the U.S., Yokohama Tire Corporation is a leader in technology, innovation, sustainable manufacturing, and environmentally conscious products. The company’s complete product line includes tires for high-performance, light truck, passenger car, and commercial truck and bus. For more information on Yokohama’s broad product line, visit www.yokohamatire.com and www.yokohamatruck.com.
