Tyres

Cycling

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
Motorsport

Italian tyre brand Pirelli has acquired the title rights to the Thai and Italian rounds of the 2019 World Superbike championship
Motorsport

US motor racing series IndyCar has extended its long-running association with Firestone by retaining the Bridgestone-owned brand as its Official Tyre Partner for a further five years
Motorsport

North American stock car-racing series Nascar has signed a multi-year partnership with General Tire
Motorsport

Australian tyre retailer Beaurepaires has signed as the naming partner for the Melbourne 400 Supercars race at the Albert Park Grand Prix circuit in March
Cycling

Tyre brand Continental has upgraded its main sponsorship of the Vuelta a España to include title rights to the ‘Most Combative Rider’ award for each stage of the cycling race.
Motorsport

Korean tyre manufacturer Hankook has signed a sponsorship deal with the W Series ahead of the inaugural season of the women’s motor-racing championship.
American Football

Tyre manufacturer Goodyear has renewed its title sponsorship of the annual Cotton Bowl Classic college American football game
Football

German tyre brand Continental AG has renewed its title sponsorship of the Copa do Brasil – Brazil’s largest domestic knockout trophy.
Para Sport

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

Falken Tyre Europe has agreed a deal to sponsor the 2019 men’s Handball World Championship, which will be co-hosted by Germany and Denmark.
Motorsport

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.
Darts

Japanese tyre manufacturer Toyo has signed a three-year partnership with the Professional Darts Corporation
Multi-sport

US tyre brand Continental Tires has signed a new multi-year extension with sports media and marketing media agency rEvolution
Football

Dutch Eredivisie football club Ajax has renewed its partnership with tyre manufacturer Cheng Shin Tire. The new three-year deal will run until the end of the 2020-21 season
Motorsport

Italian tyre brand Pirelli has renewed as the sole Global Tyre Partner of the Formula One World Championship
Football

Premier League club Tottenham Hotspur has renewed its partnership with South Korean tyre firm Kumho Tyre
Football

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…