Global tyre manufacturer Toyo Tires has entered into a multi-year partnership with AFL Aussie rules club the Greater Western Sydney Giants.
Although the terms of the deal were not disclosed, the Giants did confirm that the partnership represents a "multi-million dollar" agreement for the club.
Under the deal, Toyo Tires will become a co-major partner of the team and benefit from branding placement on the front of the Giants’ playing jerseys.
Toyo Tires branding will also appear on various signage inside the club’s Sydney Showground International Sportspark home stadium. In addition, Toyo Tires will work with the Giants on a range of other branding and activation opportunities across the club’s various assets.
Michael Rudd, chief executive of Toyo Tires, said: “AFL is the sponsorship of choice for successful car brands and with good cause. It is the most searched, most attended and most watched game and fans are engaged in the new vehicle market. It provides a year-round window that reaches the heartland of Australia, from AusKick to the elite level.”
The agreement will expand Toyo Tires’ portfolio of commercial deals within the professional sports sector. The company already has partnerships in place with the likes of English Premier League football club Leicester City and North American Major League Baseball franchise the Boston Red Sox.