Giti Tire signs European ice hockey partnerships
Giti Tire will continue its support for European ice hockey into 2024. The manufacturer’s GT Radial brand will continue to be associated with the Champions Hockey League (CHL) as official tyre partner, and with top-flight Czech Republic team, BK Mladá Boleslav, for the 2023/24 season. Giti European marketing director Stefan Brohs said the company’s “marketing metrics show an increase in European brand awareness through our ice hockey partnerships.”
Known as “Europe’s greatest ice hockey competition,” the CHL partnership is entering its third year. The revamped competition format will see 24 teams from 11 countries play 101 games for the title of European Club Champions. Giti can look forward to TV, social, print, and radio coverage, especially in northern, central and eastern countries where the game is the national sport.
Under the terms of the agreement GT Radial will continue receiving advertising at all games, its logo on official media backdrops and on the CHL website, VIP and general access tickets, usage of the CHL emblem, tailored digital activations and onsite promotions as well as own branded merchandise.
The agreement with BK Mladá Boleslav will enter its second year and see the manufacturer continue to feature on advertising boards and players’ pants, as well as holding several VIP events for distribution and sales partners.
BK Mladá Boleslav play in the premier Tipsport Extraliga league, which consists of 14 teams, with seasons running from September to March. The team are community driven with around 300 children aged 5-20 in youth teams and the U17s and U20s competing at the highest level in the country.
Jan Tůma, general manager of BK Mladá Boleslav said: “Giti Tire is a world-class player and it is an honour to have them as part of our team and we build towards our goals. We are confident that our partnership will be long lasting and beneficial to both parties.”
Brohs added: “Add to that our customer events, when we really show our appreciation to all our partners throughout Europe, and the ongoing sponsorship agreements literally work on every level. Here’s to another thrilling season.”
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