Hankook Eyes Premier League Football Deal, Extends European Sponsorship

While Hankook discloses the medium term aim of widening its football sponsorship strategy to include England’s Premier League and Italy’s A Series, it is currently furthering its commitments through new deals in Germany and Spain. In addition to extending its relationship with six times German league champion Borussia Dortmund, in the 2010/2011 season the tyre maker will also display advertisements at the home stadiums of four federal league teams: Bayer 04 Leverkusen, Eintracht Frankfurt, VfB Stuttgart and VfL Wolfsburg.

“With the extension of our partnership we are now able to integrate the Dortmund players into our print and online campaigns,” commented Seung-Bin Lim, managing director of Hankook Reifen Deutschland. “They are all promising and successful footballers – a large proportion already have international experience. Supporting such personalities is naturally something unique.”

The contract between with Borussia Dortmund is being extended as planned, and Hankook says both parties intend it to become a long-term cooperation. The partnership has been integrated into Hankook’s future marketing strategy both in Germany and throughout Europe, the tyre maker adds.

During the 2010/2011 season Hankook’s “driving emotion” slogan will also be visible in the home stadiums of four high-profile Spanish teams. Advertisements will be displayed during home games played by FC Valencia, FC Sevilla (both of whom have qualified to participate in the UEFA Champions League), Atletico Madrid and FC Villareal.