Latest Features

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.

Industry experts estimate Japanese tyre brand Bridgestone will pay about $10m (€8.8

SportBusiness Sponsorship understands there was a small increase in the value of Pirelli’s renewed deal as Formula One’s sole tyre supplier, signed last month.

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


Japanese tyre brand Falken Tire has tripled its investment in European football clubs since the 2015-16 season in an ongoing brand awareness campaign that now comprises between 20 and 30 per cent of its…

The €18m ($20.7m) investment of India’s Balkrishna Industries (BKT) in this month’s deal to title sponsor France’s football league cup, the Coupe de la Ligue, followed its €7.5m invest

PROJECT DETAILS Sponsorship title: Official Partner of the Indian Super League Duration of sponsorship: November 2017 – November 2018 (1 year) E

Research by Sports Sponsorship Insider into the tyre sector has generated rights values to 40 out of 135 recorded sponsorship deals, worth around $180m for 2018.

French tyre manufacturer Michelin has paid a single-digit percentage fee increase to extend its sponsorship and tyre supply agreement with MotoGP from 2019 to the end of the 2023 season.

English Premier League champions Chelsea has sold its shirt sleeve rights to Alliance Tyres, a second brand of the club’s main shirt sponsor Yokohama Tyres.

Italian tyre brand Pirelli has built a sponsorship portfolio across prestige sports properties in motor racing, football and winter sports to drive consideration and preference of its top-of-the-range segments, prestige and premium tyres.

Japanese tyre and rubber company Bridgestone paid a “significant additional investment” to its Worldwide Olympic Partner deal to become the first Founding Partner of the Olympic Channel, the new year-round, over-the-top digital channel, launched on August 21.

Korean tyre company Hankook aims to increase brand awareness and brand image as a premium tyre supplier in Europe through sponsorship activities that are integral to the company’s marketing strategy in the region.

Tyre company Bridgestone is the Title Sponsor of the Copa Libertadores, the leading club football tournament in Latin America.

Football’s January transfer window came and went last month with most of the players mooted in the press as sure things to move on doing just the reverse and staying put.

Japan-based tyre manufacturer Bridgestone accounts for one-third annual tyre sector sponsorship spend as more Asian brands move into sport and particularly football.

Tyre manufacturer Bridgestone this month increased its commitment to the title sponsorship of the National Hockey League’s Winter Classic as the event continues to grow in profile and scope.

Indian Tyre manufacturer CEAT Tyres is looking to make up ground on rival MRF from its three-year partnership deal of cricket’s Indian Premier League (IPL) experts said.

South Korean tyre manufacturer Kumho Tires will use its Bundesliga team deals to support its goal of becoming a top-ten tyre company over the next two years.