Pirelli is the new exclusive tyre partner to the Goodwood Festival of Speed, replacing the five-year agreement with Michelin that concluded in 2022. Amongst other highlights, at this year’s Festival the Italian brand will preview three new P Zero tyres that mark the “imminent renewal of Pirelli’s entire high-end range.”
GT Radial will be the Official Tyre Partner of the Champions Hockey League (CHL) in a second season after extending its partnership. The tyre brand wants to use Europe’s premier ice hockey competition to boost awareness across the continent. The game has national sport status in several northern, central and eastern countries where the activation of this sponsorship is likely to have the greatest impact.
Goodyear is the new ‘Official Tire Partner’ of the Nürburgring circuit in Germany. It gained this status upon expanding its existing partnership with the Nürburgring Driving Academy, the ring°kartbahn and Offroadpark to cover the entire Nürburgring organisation.
Landsail Tyres is the new Official Tyre Partner of Leicester City. The Sentury Tire brand has signed a multi-year deal with the Premier League football club, starting this season. The brand has excellent penetration in the UK tyre market, distributed by Grouptyre, and is present in more than 100 countries globally. It says the partnership with Leicester City is part of its strategic development plan. It will be “a core pillar of its marketing strategy.” The brand hopes to benefit from enhanced exposure across Leicester City’s digital channels as well as on matchdays at the King Power Stadium.
Everton FC and Davanti Tyres will continue their official brand partnership for a further three years, following the extension of their commercial partnership. The new deal was unveiled at Davanti’s first ever International Dealer Conference at Everton’s Goodison Park stadium in Liverpool on Friday, 28 February. Davanti discussed the impact of its Official Tyre Partner status with the club on global growth since the arrangement formally began in 2017, in addition to presenting further details of its 2020 plans.
Vehicle customiser Sterling Automotive Design has signed a new partnership with Davanti Tyres. Blackburn-based Sterling is a new design house specialising in reimagining iconic vehicles with British style. Their work includes bespoke full-vehicle, premium customisations and lighter-touch enhancements to external bodywork or upholstery. Sterling brand director Doug Topott said fellow British brand Davanti shares “a similar ethos” to the company.
Sony has appointed Michelin ‘official tyre technology partner’ for its PlayStation brand’s Gran Turismo franchise. The collaboration was announced in New York on 23 August, at the PlayStation Theater on Broadway.
The Autódromo do Algarve has agreed a three-year extension to its official tyre partnership with Davanti Tyres. The circuit, which plays host to the European LeMans Series, 24H Endurance Series, the FIM World Superbike Championship, and the Algarve Classic festival, is recognised for the technical challenge it poses to racers. The UK tyre brand, which launched its first tyre in 2015, describes the new deal as “a massive coup.”
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Göran Strand
Landsail