GT Radial extends Champions Hockey League partnership

GT Radial will be the Official Tyre Partner of the Champions Hockey League (CHL) in a second season after extending its partnership. The tyre brand wants to use Europe’s premier ice hockey competition to boost awareness across the continent. The game has national sport status in several northern, central and eastern countries where the activation of this sponsorship is likely to have the greatest impact.

The new agreement gives GT Radial advertising at all games, its logo on official media backdrops and on the CHL website, VIP and general access tickets, use of the CHL emblem, tailored digital activations, and on-site promotions. The Giti Tire brand will also receive its own branded merchandise, including ice hockey jerseys, pucks and a STIGA sports equipment game. It plans to use such benefits and social media promotion for the enjoyment of customers and fans.

GT Radial WinterPro2 Sport (Photo: Giti Tire)

Stefan Brohs, marketing director – Europe for Giti Tire said the first season had been “a great success” in terms of “all measurable marketing objectives” and the “positive response” to the brand at games.

Martin Baumann, CEO for Champions Hockey League, added that “GT Radial has embraced the CHL and in turn the fans have embraced the brand.”

Taking place from September 2022 to February 2023, 32 teams from 13 leagues play a total of 125 matches, giving the brand mass marketing coverage across TV, print, radio and online through both the official CHL website and social media.

Among the activity specific advertising will promote be a direct link between the speed and precision of professional ice hockey and the GT Radial WinterPro2 Sport, its winter tyre dedicated to the UHP market.

When the partnership was originally announced in May 2021, Brohs highlighted “a perfect fit between GT Radial and the CHL, both brands embrace an exciting, dynamic and fast-moving personality and both brands know how to deliver an exhilarating product.”