Kumho Receives Special Commendation for its Football Sponsorship

Korean manufacturer Kumho has been recognised in conjunction with Manchester United Football Club – which the company sponsors – for their ‘Play Safer’ programme; a road safety scheme run with a football theme and backed by Greater Manchester Police. The tyre-maker received a Special Commendation Award in the Best Club Sponsorship category at the Northwest Football Awards 2010, held at Lancashire County Cricket Club’s conference and cricket-watching venue The Point.

The Play Safer scheme was launched at Old Trafford football ground, an event witnessed by thousands of children and parents, and is being rolled out to primary schools across the North West of England. The campaign is supported by a popular joint-branded website, from which visitors from 75 countries have downloaded road safety-promoting materials. The campaign gave Kumho a significant PR bump online, with visits growing 162 per cent, according to the company.

John Thrupp, marketing director of Kumho Tyre UK, told news sources, “We want to be seen as a responsible citizen, connecting with consumers and improving perceptions within the community, helping us to raise awareness and drive future sales. We’re thrilled to have won this prestigious award and to have been able to use our sponsorship of Manchester United in this valuable way.”