Toyo Tires extends backing of European Athletics

Japanese tyre manufacturer Toyo Tires has renewed its partnership with the European Athletics continental governing body.

Under the new agreement, Toyo Tires will retain its position as an Official Partner of the body’s major events until 2023.

The company supported last year’s European Athletics Championships in Berlin as an Official Partner and held the same position for the recent European Athletics Indoor Championships in Glasgow. Toyo Tires benefited from brand exposure across host venues as part of the deal.

The new deal will cover the 2020 European Athletics Championships in Paris, as well as the 2022 event, the host of which is yet to be announced. The partnership also includes the 2021 and 2023 editions of the European Athletics Indoor Championships, with the former to be held in Torún, Poland.

European Athletics president Svein Arne Hansen said the new deal is “testament to the commercial exposure” its major events can bring to sponsors.