Tyres
NFL signs up new partner in Canada
Tyre supplier Nokian Tyres has become an official sponsor of the NFL Canada division of American football league the NFL.
Giro d’Italia sparks controversy with new Pirelli-backed competition
Giro d’Italia organiser RCS Sport has sparked controversy with the introduction of a new prize category backed by Italian tyre manufacturer Pirelli for this year’s 100th edition of the cycling showpiece.
Michelin returns to sponsor Australian MotoGP event
French tyre manufacturer Michelin has agreed a deal to serve as the title sponsor of the Australian leg of the MotoGP motorcycle-racing championship for the second successive year.
Nexen adds Melbourne City to CFG portfolio
South Korean tyre and rubber tubing manufacturer Nexen has agreed a sponsorship deal with Australian A-League football club Melbourne City.
Pirelli to title sponsor European WorldSBK rounds
Italian tyre manufacturer Pirelli has agreed a deal to take on naming rights to four European events during this season’s Superbike World Championship (WorldSBK) motorcycling series.
Manchester City sets Premier League first with sleeve sponsor deal
Manchester City has today (Friday) become the first English Premier League football club to agree a sleeve sponsorship deal through a three-year extension to its existing partnership with South Korean tyre and rubber tubing manufacturer Nexen Tire.
Continental extends MLS, US Soccer partnerships
Tyre manufacturer Continental has signed multi-year extensions to its partnerships with North America’s Major League Soccer and the US Soccer national governing body.
Kumho upgrades PGA of Australia partnership
Korean tyre manufacturer Kumho has extended and expanded its partnership with the PGA of Australia golf organisation.
IndyCar stays on track with Firestone
Tyre company Firestone has extended its long-running association with North American motor-racing series IndyCar.
Schalke drives renewal with Kumho
Korean tyre manufacturer Kumho has extended its partnership with German Bundesliga football club Schalke.
Pirelli: Prestige property focus for premium tyre brand
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.
Bridgestone goes global with IOC partnership
Japanese tyre manufacturer Bridgestone has expanded the activation rights available under its top-tier partnership deal with the International Olympic Committee to a global level.
Al-Ittihad secures new shirt sponsors
Saudi Professional League football club Al-Ittihad has agreed shirt sponsorship deals with Japanese tyre and rubber company Bridgestone and home appliances manufacturer Unionaire.
Title sponsor extends with Detroit’s college bowl game
Quick Lane Tire & Auto has reached an agreement with NFL American football franchise the Detroit Lions to continue its title sponsorship of the annual college bowl game at Ford Field, the team’s home stadium.
Pirelli makes wide-ranging winter sports commitment
Italian tyre manufacturer Pirelli has stepped up its backing of winter sports by agreeing deals to sponsor the Alpine World Ski Championship and the Ice Hockey World Championship.
Leicester extends Toyo Tires partnership
English Premier League football club Leicester City has renewed its partnership with Japanese tyre manufacturer Toyo Tires.
Kumho continues NBA drive with Hornets partnership
Korean tyre manufacturer Kumho has entered into a partnership with the Charlotte Hornets NBA basketball franchise.
Brooklyn Nets land tyre partner
Tyre manufacturer Kenda has entered into a partnership with the Brooklyn Nets NBA basketball franchise.