Immediately following the conclusion of the 2023/24 season UEFA Europa League Final at the Aviva Stadium, Dublin, a somewhat unexpected 3-0 win for Gian Piero Gasperini’s Atalanta over Xabi Alonso’s otherwise undefeated Bayer Leverkusen team, official global sponsor Hankook Tire announced that it will extend its partnership with the competition and the lower tier Conference League, via its Laufenn brand, for a further three-year deal. The new deal extends to at least the end of the 2026/27 season the Korean tyre manufacturer’s relationship with the UEFA competitions, which debuted in 2012. The partnership is already the Europa League’s longest. Both the UEFA Europa League and the Conference League are expanding in the 2024/25 season, affording the Hankook and Laufenn brands increased exposure thanks to a revamped league phase. The showpiece event in Dublin offered a great spectacle on the European stage to Hankook, which has hosted corporate guests all around the continent as well as displayed its branding prominently across the continent as a result of its sponsorship deal this season.