From the 2021-2022 season, Liqui Moly will be the main and name sponsor of Starligue, the highest handball league in France. The motor oil and additive specialist concluded a five-year contract with the LNH national handball league. “This will help us to become even more well-known in France in order to expand our distribution and significantly increase our sales,” says Ernst Prost, managing director of Liqui Moly.
Bridgestone has formed a partnership with the Indy Autonomous Challenge (IAC). The global competition for university teams challenges students to programme a modified Dallara IL-15 race car and compete in the world’s first autonomous high-speed, head-to-head race at the Indianapolis Motor Speedway (IMS). Bridgestone will exclusively supply tyres for the event, scheduled for 23 October, 2021. The tyre manufacturer said that it will work closely with the IAC and its participating teams “on a collective vision to push the boundaries of self-driving car technology.” Bridgestone added that it wants the partnership to “increase public awareness of the impact that automation can have on society.”
Continuing its long association with Manchester United, Apollo Tyres recently extended ‘Official Global Tyre Partner’ status with a parallel association with the company’s Vredestein tyre brand. The move is part of a wider growth strategy for the Vredestein brand across the Europe and North American markets.
Leo Mandlsperger may not be a household name over here, but in Germany and some other markets he is famed for his falconry. Now, he is endorsing Loder Tire’s new AT#1 tyre. At the same time, Loder Tire’s distribution partner, delta4x4, is offering a special promotion for all off-road enthusiasts.
Off-road tyre specialist BKT has signed a new sports sponsorship deal. The Indian group will be a Premium Partner of EuroLeague Basketball, organiser of the two most prestigious European basketball club competitions, over the next three years until the 2022/23 season. The Turkish Airlines EuroLeague and the 7DAYS EuroCup bring together 42 teams, representing 14 countries. BKT branding will be present at the first round of 2020/21 season games on 1-2 October. It will be displayed on LED systems, Jumbotrons and on-site initiatives. BKT will also gain television exposure via graphics and headers and pre- and post-game interview backdrops. BKT will also appear on EuroLeague and EuroCup digital and social media.
Nexen Tire’s renewal of its Manchester City partnership for a third term sees the tyre manufacturer aim to “further boost co-branding opportunities, media and marketing partnerships, and much more for both parties”. The new deal means Nexen Tire logo will continue to appear on the left sleeve of playing shirts and expand this position to all available City teams and competitions. This will include both men’s and women’s playing kit, men’s training kits, the Elite Development Squad (EDS) and eSports players. Nexen Tire has been supporting Manchester City since 2015 and became the first official sleeve partner in 2017, the first announcement of its kind in the Premier League.
The title sponsor of the Liqui Moly Handball Bundesliga is expanding its commitment to handball for the coming season of the EHF (European Handball Federation) Champions League and is becoming an official partner. The Liqui Moly brand will be prominently displayed both on the hall floor and on the media walls.
OTR and agricultural tyre manufacturer BKT is extending its sponsorship of the shortest form of professional cricket, following its deal with Australia’s Big Bash League. In the 2020 season of the Indian Premier League, the most high-profile domestic T20 event, the multinational group from India will support Mumbai Indians, Chennai Super Kings, Delhi Capitals, Kings XI Punjab, Kolkata Knight Riders and Rajasthan Royals.
The German motor oil and additive producer Liqui Moly will remain the exclusive lubricant supplier for the Moto2 and Moto3 motorcycle racing series until 2023. What is more, the company also secured the naming rights for the Aragon Grand Prix at short notice. It will be held from 23 to 25 October under the name Gran Premio Liqui Moly de Teruel.
Toyo Tires continues to support world-class athletics, at the Diamond League AG Memorial Van Damme event in Brussels on 4 September. The tyre manufacturer expects the live broadcast to reach a wide global audience thanks to the meet’s attractive programme of events and the presence of many stars of athletics. These include British four-time Olympic champion Mo Farah, who is hoping to set a new One Hour World Record. A live DJ will provide a different soundtrack, with no crowd due to Covid-19 pandemic restrictions.
Glasgow Rangers have confirmed Tomket Tires as a new sleeve partner for the next two seasons, commencing in the 2020/21 season. Through the partnership, Tomket Tires will reportedly have “a significant presence around Ibrox” including on the interview backdrops and LED boards.
Yokohama has been a sponsor of the Los Angeles Angels baseball team since 2011 and the tyremaker’s corporate logo will again be featured prominently in left centre field, where three-time American League MVP Mike Trout plays.
NTDA wholesaler member GB Tyres UK Ltd in association with Linglong Tyres are sponsoring the 2020 Tyre Industry Conference. Sukhi Singh GB Tyres UK Ltd’s managing director said: “We are very pleased to announce our sponsorship of the prestigious NTDA Tyre Industry Conference and Lunch to be held at the VOX, Birmingham on 5th November.”
Toyo Tire Europe has become the exclusive tyre partner to the 44th edition of the AIG Women’s Open which will be played at Royal Troon from 20-23 August.
In addition to being the strongest brand globally, according to Brand Finance, Michelin has been named the world’s most valuable tyre brand for the third year in a row. However, the gap between first position and second-placed Bridgestone narrowed, meaning the Japanese tyre manufacturer is well-placed to regain pole.
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Bridgestone
Apollo Tyres; Vredestein
Loder Tire
BKT
Nexen Tire; Manchester City
Axel Heimken / kolektiff
BKT
Liqui Moly
Toyo
Glasgow Rangers; Tomket Tires
Yokohama
AIG Royal Open, Toyo
Brand Finance