Kumho Tire Co. has signed an agreement with Bayer 04 Leverkusen, one of the top football clubs in Germany, to sponsor the team as an official global tire partner until the 2020/2021 season.
Officials from the two sides, including Kumho Tire CEO Jeon Dae-jin and Rudi Voller, managing director of sport at Bayer 04 Leverkusen, attended the signing ceremony held at BayArena, the home stadium of Leverkusen, in North Rhine-Westphalia, Germany, early this month.
Under the agreement, Kumho Tire will receive advertising space inside the BayArena as well as LED boards. Kumho Tire branding will also appear on digital substitution, club magazines and the sleeve patch of players. As the agreement includes programs for fans in the stadium and promotional activities, Kumho Tire will continuously raise its brand awareness in Germany, which has a strong car industry, and conduct various brand marketing activities for potential customers in the future.
Founded in 1904, Bayer 04 Leverkusen earned a series of five second-place finishes in the Bundesliga, the professional association football league in Germany, and won the UEFA Cup during the 1987/1988 season, boasting of a longhistory and a deep-rooted tradition. In particular, Bayer 04 Leverkusen is familiar with Koreans because bothCha Bum-Kun, who was dubbed as “brown bomber” and regarded as the best striker of the time, and Son Heung-Min from Tottenham Hotspur, who is currently at the center of the Premier League, played for the football club.
“Kumho Tire has been a global player in tire production for many years andtheir ambitious targets of global business are perfectly suited to an internationally ambitious club like Bayer 04Leverkusen. With the latest agreement, we hope that the two will continue to have a successful career," said Fernando Carro, chairman of the board at Bayer 04 Leverkusen.
Kumho Tire CEO Jeon Dae-jin said, “We are very happy to enter into partnership with a global leading club like Bayer 04 Leverkusen after Tottenham. Based on the latest partnership, we expect to contribute to Kumho Tire customers and Bayer 04 Leverkusen fans across the world and raise the company’s brand awareness to increase its status as a global leading tire maker further.
Meanwhile, Kumho Tire has been an official global partner of Tottenham, one of the top football clubs in the English Premier League, since 2016. The company has also served as an official tire sponsor of the National Basketball Association in North America. It has been aggressively carrying out marketing activities in the United States, one of the largest tire consumption market in the world. Making the best use of the partnerships, Kumho Tire is planning to make its brand position secure in Europe and the United States and seek for various opportunities to allow consumers around the world to experience the value of the Kumho Tire brand.