Hankook to sponsor UEFA Europa League
Hankook has confirmed its new status as an official sponsor of the UEFA Europa League. The sponsorship agreement signed between the tyre maker and UEFA Events SA covers the period from 2012 to 2015 and gives Hankook brand exposure through perimeter board advertising in the stadiums and through media backdrops during flash interviews and official UEFA press conferences. Hankook says the new deal demonstrates another milestone in its European marketing approach, through which it aims to sustainably increase brand awareness in this, the company’s largest regional market.
“We are excited about our new partnership with the UEFA Europa League,” stated Hee-Se Ahn, vice-president of marketing at Hankook Tire Europe. “Soccer sponsorships represent an integral component of our European marketing strategy. The emotionality in soccer is a perfect match to our company motto ‘Driving Emotion. We are pleased to be supporting the UEFA Europa League, one of the most challenging and highly emotive competitions in international soccer. This unique Pan-European platform cements our long-term engagement as a European soccer partner and is a perfect opportunity for us to sustainably strengthen our brand awareness, especially in the ultra-high performance sector.”
“The UEFA Europa League is Europe’s biggest club competition, boasting many talented international players and high quality clubs from all around Europe, added UEFA Events SA CEO David Taylor. “We are delighted to welcome tyre manufacturer Hankook, as another top global brand, to the UEFA Europa League family. Hankook is known for its premium quality, especially in the field of ultra-high performance tyres and we look forward to join forces with Hankook to build the competition awareness and engage with fans.”
Speculation that the tyre maker would engage in such a deal first emerged towards the end of June, when German financial newspaper the Handelsblatt reported indirect comments made by unnamed “industry circles”. At the time, Hankook Tire president and CEO for Europe, Jin-Wook Choi, only commented that “We’re expanding our international football activities.”