Sport sponsorship is gaining popularity, and the tyre industry is no exception to this rule. While tyre manufacturers used to snatch up motorsport deals and then report the transference of know how and technology gleaned from racetrack experience to their on-road products, these days sponsorship of other sporting codes, such as football, basketball or golf, are increasingly playing a part in manufacturers’ marketing strategies. Now Kumho Europe also intends to follow this path. While the Korean tyre maker is currently still considering if and under which conditions its partnership with Manchester United should be extended, some Kumho people are not convinced of the deal’s benefit within Continental Europe and for this reason the company plans to begin a similar arrangement as premium partner to a team in Germany’s national football league, the Bundesliga. Speaking with Tyres & Accessories, Kumho Germany marketing manager Wolf Fuder said that negotiations to this effect are currently ongoing and therefore the company is not yet in a position to name which team it would enter such a deal with. Kumho would not, however, act as jersey sponsor.