Hankook Tire Co. has confirmed its new status as an official sponsor of the UEFA Europa League.
The sponsorship agreement signed between the tiremaker and UEFA Events SA covers the period from 2012 to 2015 and gives Hankook brand exposure through perimeter board advertising in the stadiums and through media backdrops during flash interviews and official UEFA press conferences.
Hankook says the new deal demonstrates another milestone in its European marketing approach, through which it aims to sustainably increase brand awareness in this, the company’s largest regional market.
“We are excited about our new partnership with the UEFA Europa League,” stated Hee-Se Ahn, vice president of marketing at Hankook Tire Europe. “Soccer sponsorships represent an integral component of our European marketing strategy. The emotionality in soccer is a perfect match to our company motto, ‘Driving Emotion.’”
“The UEFA Europa League is Europe’s biggest club competition, boasting many talented international players and high quality clubs from all around Europe, added UEFA Events SA CEO David Taylor. “We are delighted to welcome Hankook, as another top global brand, to the UEFA Europa League family. “
Speculation that the tiremaker would engage in such a deal first emerged toward the end of June, when German financial newspaper Handelsblatt reported indirect comments made by unnamed “industry circles.” At the time, Hankook president and CEO for Europe Jin-Wook Choi only commented that, “We’re expanding our international football activities.” (Tyres & Accessories)
