With the football season about to kick off, Hankook has announced it is the latest tyres manufacturer to team up with a Premiership football team to raise its brand profile.
The South Korean tyres manufacturer has just announced plans to add sponsorship deals with football teams in the UK, France and Sweden to its 2011/2012 marketing strategy.
Hankook will have prominent advertising displays at the “Stadium of Light”, home of the Sunderland AFC.
According to the company, football sponsorship and advertising activities in Europe secure Hankook’s visibility in a premium sporting environment that “perfectly matches the emotionalism and dynamic of the tyre manufacturer’s sporty young brand.”
Hee-Se Ahn, vice president marketing and sales Hankook Tire Europe, “Our football engagement is an important part of our marketing communications, particularly with the living, breathing emotionality of this sport in mind which perfectly matches our company’s philosophy “Driving Emotion”.
“Football is one of the most popular sports in Europe and is exceptionally well suited to effectively reach out to our important target groups and increase our brand awareness. With this we are also aiming to support our retail partners.”
Jin-Wook Choi, Hankook Tire Executive Vice President and chief operation officer for Hankook Tire Europe, added: “Hankook has seen a steady and sustainable growth over the past couple of years, especially in the European markets.
“We are taking that into account not only by expanding our production capacities, for example the considerable expansion of our high-end European manufacturing-site, but also with a significant intensification of our marketing activities especially in our European key markets.”
Denna Bowman, Head Office