Nexen Tire sponsoring Antonín Dvořák competition

A tyre manufacturer has announced a sponsorship agreement and – you’d better read this sitting down – it doesn’t involve football. Nexen Tire has signed up as an official sponsor of The 7th International Antonín Dvořák Composition Competition that will be held from 24 July to 1 August at the Prague Conservatoire in the Czech Republic. Nexen comments that this sponsorship forms part of its “cultural marketing strategy.”

The Antonín Dvořák Composition Competition pays tribute to the memory of the composer Antonín Dvořák and his musical achievements, and seeks to discover young and talented composers and aid their continued development. Nexen Tire’s sponsorship centres on the award that will be given to the third-placed winner; the award he or she receives will be engraved with the tyre maker’s logo. Nexen will also have the opportunity to promote its brand through competition-related posters, pamphlets, brochures, and websites.

“By officially sponsoring domestic and international competitions and recitals, we wish to strengthen communication with a variety of consumers who have a shared love of culture,” comments Nexen Tire. “Through this event, we will enhance our brand awareness and create a long-term channel for communication with consumers. Further, the company will actively pursue cultural marketing strategies to approach the public as a more familiar brand.”