Kumho becomes Official Tire Partner of AC Milan

Kumho Tire has become the Official Tire Partner of AC Milan in a new long-term partnership in which the South Korean manufacturer becomes one of the club’s Rossoneri Premium Partners. Kumho is replacing its compatriot Nexen, which previously had a tyre partnership with the august club. All three of South Korea’s global tyre manufacturers, the largest being Hankook, have utilised the marketing opportunities offered by elite-level football to bolster their brand recognition and premiumisation strategies in Europe and beyond. Demonstrating its potential influence, the Milanese club claims “500 million fans worldwide.”

Kumho and AC Milan write in a joint statement that their collaboration “is based on a series of shared values,” which include “the pursuit of change and innovation with competence and an open mind.” The statement also links “fundamental principles,” like “passion, dedication and a continuous search for performance.” Kumho said that it would “strengthen and diversify” its marketing investment “to reach a greater customer base in key markets and enhance its presence as a premium brand.”

“We are very pleased to form a premium partnership with AC Milan, a world-renowned football club that boasts a huge international fan base,” said Jeong Il-Taik, CEO of Kumho Tire, “We will use this partnership to enhance our brand recognition globally and initiate a range of activities to position ourselves as a premium brand.”

Giorgio Furlani, CEO of AC Milan, said: “We are delighted to welcome Kumho Tire to our family of Premium Partners and to start together a brand-new journey. Thanks to our common set of values and our common vision, our partnership will inspire us both to further push boundaries and keep innovating.”

“Starting a journey alongside a partner like Kumho makes us proud and testifies to the global influence and relevance of our brand, with over 500 million fans worldwide,” added Casper Stylsvig, AC Milan’s chief revenue officer.