Toyo Tires renews European Athletics partnership

Toyo Tires has renewed its partnership with European Athletics. The tyre maker will continue be an official partner until at least 2027 after signing another four-year deal. Toyo first became an Official Partner of European Athletics ahead of the Berlin 2018 European Athletics Championships, meaning the new deal will see it complete a decade-long commitment.

As a top-tier partner, Toyo benefits from extensive core marketing rights that include worldwide product category exclusivity, brand exposure in European Athletics’ ever-expanding digital and social media activities, exposure on Eurovision’s pan-European free-to-air broadcast coverage of the above championships, track perimeter LED advertising, and additional exposure via European Athletics communications channels, ticketing, and VIP hospitality. The tyre manufacturer will have a significant presence at four key championship meetings:

• Roma 2024 European Athletics Championships (7-12 June 2024)
• Apeldoorn 2025 European Athletics Indoor Championships (6-9 March 2025)
• Birmingham 2026 European Athletics Championships
• 2027 European Athletics Indoor Championships

The latest extension to Toyo’s athletics partnership was announced by Kenta Kuribayasi, Toyo Tire Holdings of Europe GmbH president.

European Athletics president Dobromir Karamarinov, stated: “I am delighted that Toyo Tires have decided to continue their association with European Athletics as an Official Partner. We have had a very harmonious relationship with them that has provided significant benefits to both of us. I feel very confident that this will carry on in the future and our relationship will continue to evolve and enhance both brands.”

“Working with European Athletics since 2018 has been hugely successful and we are privileged to have the opportunity to extend our partnership. The challenges athletes face in striving for better performance, closely mirrors our commitment to continuously improve our products. We look forward to building on our partnership as we develop together in the future,” said Toyo Tire Holdings of Europe sales and marketing director Ralf Gutena.