Many tyre manufacturers sponsor football teams, but Giti Tire has its own whale shark. This unorthodox sponsorship placement arose from the company’s partnership with Conservation International (CI), a relationship that dates back a number of years and closely entwined with Enki Tan’s passion for environmental conservation.
From the beginning of 2018, Continental will be an official partner of the Tour de France. This means from 2018 onward, for an initial five-year period, all official support vehicles – cars, vans and motorcycles – at the Tour de France will be equipped with Continental tyres. The sponsorship agreement was officially confirmed by Christian Prudhomme, general director Tour de France, and Nikolai Setzer, Member of the Executive Board of Continental AG.
The Goodyear Tyre & Rubber Company has renewed its support of NASCAR with a multi-year sponsorship agreement that ensures Goodyear is the exclusive tyre of NASCAR’s top three national series.
The newly signed agreement continues Goodyear’s designation as the “Official Tyre of NASCAR” and extends an uninterrupted relationship that started in 1954. Goodyear and NASCAR’s six decade-long relationship is one of the longest-running sponsor programs in any major sport.
Michelin will be the official tyre partner of the Goodwood Festival of Speed and Goodwood Revival for a further five years. The deal confirms Michelin as the official tyre brand at the estate’s flagship international motoring events until 2022.
Yokohama Tire Corporation (YTC) has become the title sponsor of the 2018 Sonora Rally. The fourth running of the popular “hardcore off-road rally” in Mexico’s Sonora desert takes place 19-24 March.
With new factories in Europe and now also the US Nexen Tire is growing in terms of global production capacity. However, the firm is also investing in developing its brand, especially in terms of football sponsorship. Recently Tyres & Accessories looked into how the company is combining the two in order to meet its goal of entering the global top 10 by 2025.
In 1976 Kettering Tyres paid local football club Kettering Town FC to print its logo on the front of the team shirt. The move caused ructions in what was then known as the first division and didn’t last long, but it did set a precedent for sponsorship that went to the next level this year. 41 years later, shirt sponsorship in the English Premier League (called Football League First Division back then), which brought in £226.5 million in sponsor revenues during the 2016-17 season, is very big business.
Nexen Tire has announced that its partnership with Manchester City Football Club (Man City) has been extended to include matches of the Carabao Cup tournament. This is the first time in the history of the English Football League (EFL) Cup that markings on football team jerseys are allowed, and as official partner on the Manchester City jerseys, the Nexen Tire logo will appear on the left sleeve of the Manchester City team equipment, which will be worn during the Carabao Cup matches.
MRF Tyres scored a hat-trick of sleeve sponsorships deals with Premier League football teams in September – signing Newcastle United, West Ham United, and West Bromwich Albion in one-season deals that last until May 2018. The move can only be seen as a concerted effort to raise brand awareness ahead of the widespread introduction of MRF car tyres in the UK
Nokian Tyres is the main partner and title sponsor for the first Ironman triathlon race to take place in Finland. The first Nokian Tyres Ironman 70.3 Finland event will be organised in Lahti, Finland on 30 June 2018. “The exciting sport of triathlon perfectly matches Nokian Tyres’ values that promote mobility and an active lifestyle while boosting the company’s brand visibility globally”, Nokian representatives said in a statement.
On the night of 26 September 2017, the Chinese Volleyball League’s award ceremony of this season and the grand launching ceremony of the new season was held in Beijing. Lang Ping, the Chinese women volleyball team’s head coach, and “many famous volleyball stars” made an appearance at the ceremony.
Winter time is Liqui Moly time, the German motor oil and additive specialist states, as the colder months allow many of its products to show their true potential. And so the company has made sure that its logo can be seen at winter sports events around the world. This will remain this way in the coming two seasons. Furthermore, the company is setting its sights on new sports and is investing several million euros. This significantly tops the previous investment for advertising in winter sports.
Nokian Tyres continues as the title sponsor of the World Orienteering Championships. Following on the initial sponsorship with International Orienteering Federation’s (IOF) premium event in 2016 and 2017, a new multi-year contract has been signed.
Cataclean, the fuel and exhaust system cleaner for diesel, petrol and hybrid vehicles, will sponsor the British Motorsport Marshals Club (BMMC) overalls for the next three years. The partnership deepens Cataclean’s involvement in British motorsport, building on the Liverpool company’s sponsorship of DRM Motorsport in the Renault UK Clio Cup Championship. New orders for the distinctive orange, fire-resistant marshals’ overalls will now feature a Cataclean badge, alongside existing sponsors’ branding.
Following on from its exclusive tyre partnership with English Premier League club Everton F.C in August, Davanti has announced that it is now sponsoring the German Augsburger Panthers ice hockey team.
Chelsea FC and Nike have unveiled the club’s brand new third kit for the 2017/18 season, which features Yokohama’s logo.
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