Sporting events in the US don’t get any bigger than the Super Bowl, and the American football game’s halftime show is a magnet for leading musical acts. In past years The Who, Michael Jackson, Bruce Springsteen & The E Street Band, the Rolling Stones, Paul McCartney and U2 have made appearances, and on 5 February the Bridgestone-sponsored halftime show will feature no less a talent than Madonna.
Goodyear Dunlop has made its debut on the football sponsorship pitch by signing an agreement with Italian team Juventus. On 24 November the tyre maker entered a deal with the Serie A team that covers the current season.
This week, Michelin celebrated one hundred years of supporting sport through its ASM (Association Sportive Michelin, or Michelin Sporting Association). The multi-sport organisation was founded by Marcel Michelin on October 11, 1911, making it now the world’s longest-standing sporting patronage. Today, the ASM covers numerous disciplines and boasts 4,000 members who take part in activities as varied as boxing, gymnastics, athletics, basketball, judo, wrestling, football and rugby. Last year, ASM Clermont-Auvergne won France’s national rugby championship.
Yokohama Tire Corporation’s sponsorship contract with three high-profile American football teams has been renewed for a further year. The 2011 season is now getting underway and the tyre maker is back as sponsor to the National Football League’s (NFL) Dallas Cowboys, Denver Broncos and Baltimore Ravens. To kick off its return for the new season, Yokohama is holding a “Home Team Pride” programme between September 26 and November 6. During this time consumers can receive a free official replica Cowboys, Broncos or Raven jersey with the purchase of four Yokohama tyres from participating local dealers.
Tyre manufacturer Hankook will present its latest tyres along with what the company calls an exciting program at the 64th International Motor Show in Frankfurt from 15-25 September 2011. Hankook’s booth (Hall 8, No. F03) will have world premieres of new premium ultra high performance tyres, next generation winter tyres, and a concept tyre specifically designed for electro vehicles.
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Tyrepress.com is never one to shirk a challenge, and when tyre supplier Maxxis International called the editorial office recently to announce a fantasy football league open to members of the trade and consumers alike, we already had our squad’s two goalkeepers selected (Paul Robinson and Chris Kirkland warming the bench – thanks for asking). The company is offering the chance to win prizes for the top-scoring managers each month. Should you want to join in, you first need to select your team at http://fantasy.premierleague.com. After that, click on the 'Leagues' link at the top of the page and select “Join a league”; chose “private league” and enter the code 1670445-352645 to join. Maxxis has sponsorship agreements with two of England’s top tier’s longest-standing clubs, Liverpool and Aston Villa, at whose grounds the brand will display its advertising materials.
In a move to raise brand profile and product awareness in Norway, Maxxis has entered into a sponsorship deal with one of the country’s leading ice hockey clubs. The tyre maker’s Norwegian distributor, Gummi Centralen AS, has signed a two-year sponsorship agreement with the Frisk Asker Tigers. The club competes in GET, Norway’s premier ice hockey league, which it has won eight times.
Hankook Tyres recently sponsored The Royal International Horse Show, one of the biggest outdoor shows in the UK, in a move to reach out to a new audience. The Royal International Horse Show, which took place at its venue at Hickstead, attracting more than 15,000 visitors. The event ran over 6 days (26 – 31 July) and was televised on Sky Sports. Spectators were given the opportunity to see a wide variety of show jumping, eventing, dressage and showing competitions from the world’s elite horses and riders.
It was announced last week that in spite of excellent viewing figures and widely lauded coverage, Formula One has made a deal that will mean that only half the races will be shown live on the BBC from next season. Every race, testing and qualifying session will be shown live on Sky Sports with ten Grands Prix also appearing on the BBC, in addition to highlights of those events for which Sky will hold exclusive live rights. The new arrangement comes two years before the BBC’s current exclusive broadcaster deal was due to end. Exclusive tyre supplier Pirelli has reacted with circumspection to the news, suggesting that it will give close scrutiny to the viewing figures it receives under the new deal.
Major football teams such as Manchester United and Germany’s HSV have gladly taken on tyre makers as sponsorship partners, but unauthorised affiliation is another matter entirely. A tyre shop in Auckland, New Zealand discovered this recently when it fell foul of the New Zealand Rugby Union.
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Austrian football team SK Rapid Wien has welcomed Kumho Tyres as its newest sponsor. Upon signing an agreement on July 15 the Vienna based club, which participates in the Austrian Bundesliga, stated that in Kumho it had found a prestigious sponsor. The three-year deal between Kumho and SK Rapid Wien gets underway immediately.
It isn’t Bridgestone as previously announced, yet a tyre maker will act as sponsor to the Russian Cup after all. The tyre maker in question is Pirelli, who on July 16 announced it will be the “institutional sponsor” for the Russian Cup’s 2011-12 season. Pirelli says it chose to sponsor the Russian Cup to consolidate its brand awareness in a rapidly growing market. It adds that Russia, where Pirelli has been present since 1985, represents one of the areas in which the group’s growth strategy is focused and – referring to plans for establishing a factory there – where it aims to have a direct industrial presence.
An announcement was made on July 15 that Bridgestone would serve as title sponsor to the Russian Football Union’s (RFU) Russian Cup during the 2011-12 season. However Bridgestone reported on July 19 that on the same day as this first announcement was made, the RFU revealed its selection of a company other than Bridgestone as the event’s title sponsor.
Title sponsorship for a major Russian football event will feature a familiar name this year – on July 15 Bridgestone Corporation announced the Bridgestone brand will serve as title sponsor of the Russian Football Union’s Russian Cup during the 2011-12 season. The nationwide football tournament will be officially titled the “Bridgestone –Russian Cup” will continue until May 2012. Premier league teams, who compete in the event alongside first division, second division and amateur clubs, begin their participation with the 1/16 finals that begin on July 17. The tournament’s winner will represent Russia in the UEFA Europa League.
Infinity Tyres has announced that it is to sponsor the Lord’s One Day International between England and Sri Lanka in London on 3 July. The game is the third in the five-match ODI series following a crushing victory for England in the first at The Oval and tomorrow’s game (1 July) at Headingley. The brand will have a static publicity panel at the ground.
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