Tyres

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.

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.

Running from March 2018 to May 2019, Drive for More leveraged Yokohama’s Chelsea shirt sponsorship to convert consumers at the point of sale.

Indian tyre-maker Apollo Tyres built a unified marketing campaign that aligned its sponsorship of Manchester United with its Indian properties.

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

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…

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.

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

Bundesliga club VfL Wolfsburg has upgraded its newly-extended global partnership with Chinese tyre brand Linglong Tire

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.

The DTM German touring car series has extended its partnership with Korean tyre manufacturer Hankook

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

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

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…

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

French tyre brand Michelin has signed as the new title sponsor of the 2019 Aragon MotoGP, taking over from Spanish telco Movistar

German tyre manufacturer Continental has upgraded its association with the Tour de France by becoming a main partner of the cycling showpiece for its 2019 edition