Falken Tyres signs UK TV sponsorship deal

Falken Tyres will sponsor a series of television programmes on UKTV’s entertainment channel, Dave. The first national TV advertising campaign for the Sumitomo Rubber Industries global tyre brand was developed by the brand’s UK distributor Micheldever Tyre Services and its partner agency Spark Foundry. Falken idents will appear before and after selected programmes – collectively called “Characters on Dave” – between February and November 2021. These programmes include the popular entertainment shows QI XL, Travel Man, and Would I Lie To You?

Rory Carlin, wholesale marketing general manager at Micheldever said: “We wanted a property that would allow us to reach a broader audience at a national level. Spark Foundry has provided invaluable insights into our audience, helped to deepen our understanding of them and identified exciting new opportunities for the Falken brand. We’re really looking forward to rolling out this new sponsorship together.”

Pete Edwards, CEO, Spark Foundry said: “Since establishing Falken’s presence in the market on a regional level, we are excited to be supporting Falken with a fresh, invigorated strategy. After establishing Falken’s regional awareness, this national TV sponsorship will really help to accelerate the brand within the UK market even further. We’re proud to help drive Falken in this new direction.”