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Hankook Tire Extends Marketing Partnership with Real Madrid to 2022-2023 Season
Seeking to Boost Brand Power
Hankook Tire Extends Marketing Partnership with Real Madrid to 2022-2023 Season
  • By Michael Herh
  • January 21, 2020, 09:12
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Lee Sang-hoon (left), managing director of Hankook Tire's European Business Headquarters, and Real Madrid chairman Florentino Pérez pose for a photo shoot during a global marketing partnership signing ceremony.

Hankook Tire has agreed to extend its global marketing partnership with Spain's prestigious football team, Real Madrid, to the 2022-2023 season.

A signing ceremony was held at Santiago Bernabeu, Real Madrid's home ground, on Jan. 17 (local time) in the presence of Hankook Tire's European Business Headquarters managing director Lee Sang-hoon and Real Madrid chairman Florentino Perez. Officials from the two sides shared their passion to be the best in the world and take on new challenges for innovation.

Hankook Tire has been conducting premium brand marketing to football fans and customers around the world since the 2016-2017 season by forging a marketing partnership with Real Madrid in 2016.

By extending its marketing partnership to the 2022-2023 season, Hankook Tire will be able to expose its brand on the central billboard of Santiago Bernabeu Stadium, publicizing Hankook Tire's brand philosophy, innovative products and services to fans throughout the stadium and on line.

In addition, the Korean tire giant plans to boost its brand power through marketing campaigns in a number of Real Madrid games including those in Spain's top football league, LaLiga and the Spanish King Cup, Copa del Rey.