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Famous Football Sponsors: Tyre Brands
Believe it or not, many tyre brands are known not just for the black circles they sell to fit on vehicles.
Michelin may be a leading tyre brand globally, but many also attribute the French tyre manufacturers to their famous ‘ Michelin stars’ moniker given to selected restaurants.
Even Goodyear is known for more than just tyres, as their iconic Goodyear Blimp has become a symbol of major sporting events and aerial advertising around the world.
Another great way to get your name out there is sponsorship, which involves brands/organisations investing in other brands to increase visibility, awareness, and connectivity to different audiences.
So when tyre brands get involved in sponsorships within the most popular sport in the world, football (or soccer for the American readers), it can be a great opportunity to get your brand recognition at an all-time high.
There has been some famous tyre sponsorship deals over the years in football, some perhaps more iconic than others, but all have had positive impacts on brand visibility for both parties.
Pirelli – Inter Milan
Pirelli’s partnership with Italian giants Inter Milan is one of the longest-running and most iconic sponsorships in football history.
From 1995 until 2021, the Italian club donned the Pirelli logo on their shirts, creating a seamless link between the world of high-performance tyres and elite level of European football.
The bold Pirelli branding became synonymous with the team’s success both domestically in Serie A and internationally in the UEFA Champions League.
While the shirt sponsorship ended in 2021, the legacy of this partnership continues to leave its mark on the sport and Pirelli are now the exclusive tyre partner of Inter without any shirt sponsorship.
The Inter shirts with Pirelli branding on the front is known as one of football’s most iconic shirt sponsors of all time and has been missed by football kit connoisseurs since the end of the partnership.
Continental – FIFA World Cup & UEFA European Championship
Continental may be best known for their premium tyres, but they’ve also gained massive recognition through their long-standing involvement with some of football’s most prestigious tournaments.
From 2006 to 2014, Continental were official sponsors of the world’s most watched sporting event – the World Cup.
This sponsorship spanned 3 tournaments, starting at the 2006 World Cup in France, continuing in the South Africa 2010 tournament, then concluding at the Russia 2014 World Cup.
The German tyre brand has also been a sponsor of the UEFA European Championship since 1995.
Also known as the ‘Euros’, the European Championships are highly viewed, with a tournament coming round every 2 years like the World Cup.
Continental’s presence during these global and continental events has given the brand visibility on a scale that spans continents, allowing them to reach millions of fans around the world.
Hankook – Europa League & Real Madrid
Hankook has also taken steps beyond tyre manufacturing by aligning itself with some of Europe’s most beloved football properties.
As the official sponsor of the UEFA Europa League and Europa Conference League, Hankook enjoys exposure throughout the continent, with their branding visible at stadiums, on broadcasts, and across digital platforms during highly followed football competitions in Europe.
Beyond the Europa League, Hankook’s strategic partnership with Real Madrid – arguably the most successful and globally recognized football club in the world – elevates their brand to new heights.
By associating with a club that boasts 14 UEFA Champions League titles and a massive global fanbase, Hankook has not only enhanced its credibility, but has also tapped into Real Madrid’s worldwide influence.
Hankook being associated with such a highly watched European competition and a footballing giant has only helped grow Hankook’s visibility across the world.
Yokohama – Chelsea FC
When Yokohama partnered with Chelsea FC in 2015, it wasn’t just about tyres; it was about elevating brand recognition on a global stage.
Chelsea’s Premier League success and frequent participation in the UEFA Champions League ensured Yokohama’s logo was seen by millions of fans week in and week out.
For five years, Yokohama was front and centre on the kits of one of England’s most successful clubs, further solidifying its presence in both the football and automotive industries.
Nexen – Manchester City
Nexen took a unique approach by becoming the sole sleeve sponsor for Manchester City starting in 2017.
As the Premier League champions rose to dominate English football, Nexen’s logo was proudly displayed on the left sleeve of the club's kits, a strategic placement that gained visibility every time City lifted a trophy – which was a lot of times, and probably will be a lot of times in the future!
With Manchester City’s rise as a global footballing force, Nexen has enjoyed significant brand exposure, benefiting from the team’s domestic and European success.
Davanti Tyres – Everton FC
Davanti Tyres might not have the same global recognition as some of the other big tyre brands, but their partnership with Everton FC has provided a platform for significant brand exposure.
As the official global tyre partner of Everton since 2017, Davanti has leveraged the club’s Premier League presence to boost its profile, particularly in the UK market where the Premier League enjoys massive viewership.
The partnership includes branding at Goodison Park, social media collaborations, and exclusive promotions, giving Davanti access to Everton's loyal fanbase while also reaching millions of football viewers worldwide.
For Davanti, a relatively new tyre brand, aligning with a storied club like Everton has proven to be an excellent way to gain recognition and build brand credibility in the competitive tyre market.
Final Thoughts
Tyre brands have long recognized the power of football sponsorship to elevate their global presence and connect with diverse audiences.
Whether through shirt sponsorships, tournament partnerships, or business partnerships behind the scenes, tyre brands have effectively used football as a platform to expand beyond their industry, embedding themselves in the hearts and minds of fans worldwide.
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