Tyres
Continental steps up to main partner status at Tour de France
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
Pirelli to name Thai and Italian WorldSBK rounds
Italian tyre brand Pirelli has acquired the title rights to the Thai and Italian rounds of the 2019 World Superbike championship
Firestone extends historic IndyCar association
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
Nascar signs General Tire partnership
North American stock car-racing series Nascar has signed a multi-year partnership with General Tire
Beaurepaires names Melbourne 400 Supercar race
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
Continental upgrades La Vuelta sponsorship with ‘Most Combative Rider’ award rights
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.
W Series signs tyre partner for debut season
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.
Goodyear extends as Cotton Bowl title sponsor
Tyre manufacturer Goodyear has renewed its title sponsorship of the annual Cotton Bowl Classic college American football game
Continental renews Copa do Brasil title deal
German tyre brand Continental AG has renewed its title sponsorship of the Copa do Brasil – Brazil’s largest domestic knockout trophy.
Bridgestone deal spans gap to new Paralympic partnership model
Industry experts estimate Japanese tyre brand Bridgestone will pay about $10m (€8.8
Falken backs Handball World Championship
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.
Pirelli sees off Hankook bid to renew with Formula One
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.
Toyo enters the darts arena with PDC
Japanese tyre manufacturer Toyo has signed a three-year partnership with the Professional Darts Corporation
Continental Tires sign multi-year extension with rEvolution
US tyre brand Continental Tires has signed a new multi-year extension with sports media and marketing media agency rEvolution
Ajax extends with tyre partner
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
Pirelli renews Formula One supplier deal to 2023
Italian tyre brand Pirelli has renewed as the sole Global Tyre Partner of the Formula One World Championship
Spurs keep rolling with Kumho Tyre
Premier League club Tottenham Hotspur has renewed its partnership with South Korean tyre firm Kumho Tyre
Falken ups investment in club partnerships and media buys
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…