Maxxis Uses Anfield Link to Reward Major Customers

Maxxis reports that it is working hard to synergise its sponsorship and advertising links with Premier League football clubs and its major fleet business customers, treating the latter to VIP hospitality with the former. Four Maxxis customers enjoyed a Yossi Benayoun hat-trick – his third in two years – courtesy of the manufacturer, when Liverpool beat Burnley 4-0 at Anfield on 12 September.

The businesses all run their van fleets on Maxxis tyres and are longstanding customers of the retail arm of Grouptyre member, B.A.B. Distribution. It serves Lincolnshire, East Yorkshire, Humberside and parts of Norfolk and Cambridgeshire. “In addition to entertaining automotive industry guests we wanted to share the benefits of our sponsorship of these top football clubs with those dealers who are putting in the effort to promote our brand to the consumer plus key buyers of Maxxis tyres,” says Derek McMartin, managing director of Maxxis International UK.

Thanks to its status as an Official Partner of Liverpool FC and sponsor of Aston Villa FC, Maxxis is entitled to VIP hospitality/ticket packages at each club’s Premier League home fixtures. Places are limited so they are being allocated to tyre retailers and major Maxxis customers by members of Grouptyre, its exclusive UK distributor for car, van and 4×4 tyres.

The four customers were some of the first to experience the Anfield VIP package, which comprised tickets, a 20-minute stadium tour – including a visit to manager, Rafael Benitez’s office, the chance to sit in the dug out and a behind the scenes look at where post-match interviews are conducted – in addition to a champagne reception followed by lunch and drinks in the Legends Lounge. 

Accompanied by B.A.B. Distribution directors Ben and Thomas Bush, the group was welcomed by former Liverpool captain Ron Yeats, who mingled with guests throughout the afternoon and signed autographs. Yeats was an influential player during the Bill Shankly era and received the FA Cup from HM The Queen when the club won the trophy for the first time in 1965.

B.A.B. Distribution’s guests are all huge Liverpool FC fans and thoroughly enjoyed the VIP experience, especially since they also ‘bumped into’ a number of LFC greats, including Kenny Dalglish and Ian Rush.

“Everyone had a fantastic time at Anfield.  The hospitality and overall organisation were excellent, we were well looked after and our guests thoroughly enjoyed seeing the manager’s view of the action and meeting famous players, so it really was a very special day and one they will remember for a long time,” says Ben Bush.