Tyres
Yokohama Commercial Prank – Yokohama & Chelsea FC
In October 2021, Chelsea official tyre partner Yokohama teamed up with 90min to showcase the brand’s fun side with a prank-style viral featuring Timo Werner, Mason Mount and Jorginho.
Virtual Mascot Programme – Kumho Tyre & Tottenham Hotspur
With mascots excluded from stadia after the Premier League's restart in June 2020, Spurs mascot sponsor Kumho Tire pivoted to develop a virtual junior mascots program.
Chase Your Dream: Joe Ingles Court Refurbishment – Bridgestone Australia & the IOC
In July 2019, Bridgestone Australia rolled out a local market phase of the company’s global ‘Chase Your Dreams’ Olympic activation platform, in the form of a CSR-driven, basketball-focused, community court refurbishment project.
Gripline – Continental & RCS Sport
Continental activated its sponsorship of the 2019 Giro D’Italia with an initiative – spanning a new product, exhibition, online activity and at-race work – driving home its mission to improve road safety.
Drive for More – Yokohama & Chelsea FC
Running from March 2018 to May 2019, Drive for More leveraged Yokohama’s Chelsea shirt sponsorship to convert consumers at the point of sale.
Go the Distance – Apollo Tyres, Manchester United & more
Indian tyre-maker Apollo Tyres built a unified marketing campaign that aligned its sponsorship of Manchester United with its Indian properties.
Chelsea ‘in talks’ with new suitors as Yokohama deal enters final year
Premier League club Chelsea has reportedly opened talks with potential new main shirt sponsors as the incumbent Yokohama Rubber deliberates on whether to renew after this season
KHL renews with sponsors, hails new data offering
Russia’s Kontinental Hockey League has extended sponsorship deals with Hankook, MegaFon, Mastercard and SOGAZ for its 2019-20 season, along with detailing what it claims to be a data project that is t…
BKT adds LaLiga to sponsorship portfolio
Spain’s LaLiga has named Indian tyre manufacturer BKT as an official global partner.
The three-year agreement covers the 2019-20 to 2021-22 seasons.
Bayer Leverkusen adds Kumho as tyre partner, Eintracht Frankfurt renews Mainova deal
German Bundesliga football club Bayer Leverkusen has partnered with Korean tyre manufacturer Kumho, while Eintracht Frankfurt has extended its agreement with regional energy supplier Mainova
Wolfsburg bundles sleeve with Linglong Tire, Hoffenheim signs RIAL
Bundesliga club VfL Wolfsburg has upgraded its newly-extended global partnership with Chinese tyre brand Linglong Tire
Sailun Tyre signs kit sponsorship deal with Valencia
Spanish LaLiga football club Valencia has agreed a three-season partnership with Sailun through which the Chinese tyre manufacturer will take branding rights on the team’s shirt sleeves.
Hankook renews tyre supply deal with DTM
The DTM German touring car series has extended its partnership with Korean tyre manufacturer Hankook
Goodyear returns to sportscar racing with WEC range
Tyre brand Goodyear has returned to sportscar racing as a tyre supplier for the FIA World Endurance Championship, including the Le Mans 24-hour race
Toyo Tires extends backing of European Athletics
Japanese tyre manufacturer Toyo Tires has renewed its partnership with the European Athletics continental governing body
Jeep, Lete and Pirelli lead Serie A for sponsorship recognition – research
The sponsors of clubs in Italy’s Serie A with the highest level of recognition among football fans are Jeep, Lete and Pirelli, according to research by Italian consultancy StageUp and research company I…
Yamaha, Continental to sponsor Africa Cup of Nations
The Confederation of African Football (CAF) has signed two new partnerships ahead of the 2019 African Cup of Nations (Afcon), with almost a month to go until the tournament kicks off
Michelin in, Movistar out as title sponsor for Aragon MotoGP
French tyre brand Michelin has signed as the new title sponsor of the 2019 Aragon MotoGP, taking over from Spanish telco Movistar