Maxxis Kicks Off New Football Sponsorship

Maxxis is continuing to increase its exposure to the tyre-buying public through football sponsorship, and having made key Barclays Premier League signings eagerly awaits the start of the 2009/10 season. After agreeing to extend its sponsorship of Liverpool FC until the end of the 2011/12 season, Maxxis has also renewed its arrangement with Aston Villa FC and signed a new deal with Sunderland AFC.

In addition to a pitchside LED advertising presence at Liverpool FC home fixtures, Maxxis will benefit from advertisements in the ‘This is Anfield’ matchday programme and the weekly LFC Magazine. The brand will also feature heavily on Liverpool FC’s own TV channel, LFC TV, and on www.liverpoolfc.tv, one of the UK’s most popular football websites. Since its status as Official Partner means Maxxis is entitled to use Liverpool FC’s marks, logo and imagery on items such as pens, T-shirts, mugs and the like, promotional spin offs are also planned.

For 2009/10 Maxxis has extended its contract with Aston Villa FC for a further year. Maxxis began its association with Aston Villa during the 2005/2006 season and as an Official Partner of the club is once again taking a ‘full arc’ perimeter advertising package and a VIP Executive hospitality box at Villa Park. Maxxis has also teamed up with Sunderland AFC, giving the brand important exposure in the North East while it continues to build its profile in the Midlands and North West. The new season long deal with the Black Cats comprises advertising on the 99m LED perimeter board along the main touchline at the Stadium of Light plus two static corner advertising boards at pitch-level.

“Our investment in football this season not only provides important opportunities to generate brand awareness among the huge fan bases of three top flight clubs, but also gives us invaluable consumer exposure through the TV coverage of Barclays Premier League fixtures by the BBC, Sky and ESPN,” said Maxxis UK managing director Derek McMartin.

The Barclays Premier League attracts an annual TV audience of over three billion people across 200 countries and territories. Maxxis UK’s sponsorship of Liverpool FC, Aston Villa FC and Sunderland AFC aligns with the company’s global marketing strategy, which includes professional baseball sponsorship with the New York Yankees, Chicago White Sox and LA Dodgers.