While Premier League champions Chelsea FC will be wearing Nike Football kits for the first time in the club’s 112-year history, one thing that won’t change for the 2017-18 season is shirt sponsor Yokohama. The tyre manufacturer continues into its third season of the five-year deal, which will see the champions defend their title and mount a challenge in the European Champions’ League, increasing the reach of its global sponsorship.
Yokohama will host the Premier League trophy on its Automechanika Birmingham stand (stand 20D80, Birmingham NEC) as part of its continuing shirt sponsorship of 2016/17 champions Chelsea FC. Visitors to the show on Tuesday 6 June and Wednesday 7 June will have the opportunity to have their photo taken alongside the official Premier League trophy, which appears courtesy of the tyre manufacturer’s partnership with the club.
Following the team’s 5-1 win in the top versus bottom clash against Sunderland, Chelsea FC lifted the Premier League trophy in front of a packed crowd of 42,000 at Stamford Bridge. Chelsea also became the first club to secure 30 top-flight victories in a 38-game season, giving them their fifth Premier League title, the first since Yokohama tyres became their official shirt partner in 2015.
Chelsea’s 1-0 victory at West Bromwich Albion completed the club’s Premier League championship with two games to spare in shirt sponsor Yokohama’s second season with the club. The Japanese tyre manufacturer has enjoyed the benefits of its association with the winners of what it calls the biggest and most prestigious prizes in world club football, with a “big increase” in “brand recognition,” according to David Seward, managing director, Yokohama HPT Ltd. Yokohama’s sponsorship also helped generate some publicity for road safety charity TyreSafe this year, as Chelsea became a member, and displayed the organisation’s messages at Stamford Bridge.
Chelsea could wrap up the Premier League title this evening with a win at West Bromwich Albion, and the club’s excellent season has helped boost shirt sponsor Yokohama’s global brand recognition. The tyre manufacturer states that it is benefitting from record levels of brand exposure thanks to the concentrated attention on the club. Chelsea has also reached the FA Cup final, taking place on Saturday 27 May at Wembley Stadium, giving Antonio Conte’s team even more live television coverage in the UK and around the world.
The initial two in a series of short films released by Yokohama Rubber and featuring players from Chelsea FC have been released, and in the coming weeks a further three are coming to a social networking site near you. The five films are subtitled in English and Japan, and will be followed by German, French, Italian, Spanish, Portuguese, Arabic, Thai, Indonesian, Vietnamese, and Mandarin Chinese versions.
The 2017 Geneva International Motor Show begins next week, and Yokohama Rubber says it will unveil the latest additions to its passenger car range at a press conference on 7 March. A number of other new products will also be on display at the Yokohama booth (Hall 4, no. 4231).
Following last weekend’s hotly anticipated Premier League match between Chelsea FC and Manchester United, more than 80,000 fans attending matches at Stamford Bridge during October have received timely reminders about checking the condition of their tyres.
Following the success of the tyre safety awareness campaign run by Chelsea FC to a sell-out crowd of 42,000 fans at Stamford Bridge during last weekend’s 3-0 win against reigning Premier League Champions Leicester City, the club is set to raise awareness even further by extending the campaign to this weekend’s match against rivals Manchester United.
Chelsea became the first football club to join TyreSafe during this year’s Tyre Safety Month, and the football club has now announced that it will collaborate with its shirt sponsor, Yokohama Tyres, in a series of activities to raise awareness about tyre safety. Fans attending at this Saturday’s Premier League match between Chelsea and defending champions Leicester City will be reminded of the importance of checking their tyres.
Chelsea FC has become the first Premier League club to lend its official support to the UK’s tyre safety awareness charity, TyreSafe. The high-profile signing follows support of Tyre Safety Month in 2015 by the Chelsea Ladies FC team, which has now grown to include the club as a whole. Yokoahama, famously Chelsea’s official shirt sponsor since the 2015/16 season, introduced Tyre Safety Month to the club last October, with features in matchday programmes and a message reminding fans to check their tyres played at the end of games.
Yokohama has added a further initiative to its shirt sponsorship link with Chelsea FC; the manufacturer is fitting its tyre to the team bus. Chelsea will roll into Watford FC’s Vicarage Road ground for the squad’s first away fixture of the 2016/17 season on Yokohama 104ZR coach and bus tyres. The company has also fitted its high-performance, premium car tyres to a number of the players’ own cars.
Yokohama Tire Corporation has found its “ultimate Chelsea FC fan”. Responding to the Yokohama True Blue Fan Challenge contest, Daniel E of Phoenix, Arizona put on his Chelsea beanie and shirt and started working on the winning entry. The tyre manufacturer, and Chelsea shirt sponsor, called his short video “creative” and “clever”, awarding it the top prize out of hundreds of entries: a trip to see Chelsea beat Liverpool 1-0 at the Rose Bowl in Pasadena on 27 July. The prize also included $1,000 in spending money, tickets, hotel, airfare and a 2016-2017 Chelsea FC jersey signed by the first team squad.
Chelsea FC has unveiled its new third kit for the 2016/17 season, following the recent introduction of this season’s home and away shirts. All three shirts feature Yokohama Tyres branding, after the Japanese tyre-maker signed what is thought to be the second most valuable shirt sponsorship deal in English football. As official shirt partner to Chelsea, Yokohama will appear across the chest of all of the club’s shirts until at least 2020, giving the brand significant exposure and awareness around the world.
As the countdown begins to the 2016/17 Premier League football season, Yokohama is aiming to achieve a “global brand boost” thanks to Chelsea FC’s pre-season preparations in the United States, which includes participation in the International Champions Cup.