India’s Ceat Limited is no newcomer to football, having sponsored Italian Serie A club Torino FC since 2018. Nor is the strategic partner to the Indian Premier League cricket cricket series a stranger to sports sponsorship within its homeland. But the tyre maker hasn’t engaged in football in India – until now. Ceat has signed on as the official tyre partner of Jamshedpur FC for the Indian Super League 2020-21.
One of the longest running top-tier football shirt sponsorships will come to an end in 2021. Pirelli CEO Marco Tronchetti Provera confirmed reports published earlier in 2021 in Italy’s Gazzetta dello Sport that Inter Milan’s shirt will not display the Pirelli logo for the first time since the 1995/96 season. However, he told Italian radio station GR Parlamento that “Inter and Pirelli will continue in some way” in the wake of the team’s season opening 4-3 victory over Fiorentina.
Landsail Tyres is the new Official Tyre Partner of Leicester City. The Sentury Tire brand has signed a multi-year deal with the Premier League football club, starting this season. The brand has excellent penetration in the UK tyre market, distributed by Grouptyre, and is present in more than 100 countries globally. It says the partnership with Leicester City is part of its strategic development plan. It will be “a core pillar of its marketing strategy.” The brand hopes to benefit from enhanced exposure across Leicester City’s digital channels as well as on matchdays at the King Power Stadium.
The five-year-old sponsorship arrangement between Linglong Tire and German Bundesliga club VfL Wolfsburg has been given a further boost with a two-year extension of the 2019-initiated sleeve partnership. The continued presence of the Linglong logo on the left sleeve of players’ jerseys through to 2022 complements a partnership that also includes advertising on stadium LED boards, cam carpets, matchday hospitality and digital services.
Hankook has collaborated with violinist David Garrett and composer Franck van der Heijden for a performance of the official UEFA Europa League anthem. Captured in a video titled ‘Symphony of Silence’, the performance aims to capture feelings about the empty stadiums hosting 2020 sporting events due to pandemic restrictions. The 2019/20 European club football season, including the Hakook supported Europa League, is completing its final stages without fans. Garrett’s performance was captured by Luke Bannister, five-time world champion in first person view drone racing, in an empty stadium to reflect this experience. The video will premiere on YouTube, Instagram, and Hankook’s website today (Thursday, 20 August, at 21:00 CET) one day ahead of the UEFA Europa League Final 2020.
With the 2019/20 season’s Premier League back underway, runaway leaders Liverpool FC’s team bus is primed to roll on official tyre sponsor, Falken rubber. The manufacturer’s RI151 pattern is fitted by Protyre and supplied in the UK by Micheldever Tyre Services.
Yokohama-sponsored Chelsea FC, have been named champions of the 2019/20 Barclays FA Women’s Super League. With a game in hand, the Blues were in second place and a point behind Manchester City when the season was suspended due to the COVID-19 pandemic. Following a meeting by the FA board, it was decided to finish the league prematurely and award the title on a points-per-game basis. In addition to securing victory for Chelsea, the decision also confirms the team’s qualification for next season’s Women’s Champions League.
Davanti marked its fifth anniversary with its first international dealer conference at the end of February. The tyre brand hosted more than 150 attendees by Everton Football Club’s Goodison Park, where it’s development director Gary Cross took the opportunity to announce its upcoming products, including range extensions and what might be called the second generation of Davanti tyres given the new naming conventions first introduced in the Wintoura winter tyre and Terratoura all-terrain 4×4 tyre ranges. Davanti sales director for UK and Ireland Sean Maddocks also presented observations on tyre markets, the development of the brand’s global dealer network over the past five years, and its commercial partnerships including the renewal of its official brand partnership with Everton FC.
Sailun global brand RoadX Tyre has become the official tyre partner of West Ham United Football Club, in a three-year deal. RoadX was launched in 2019, with car and commercial products focusing on comfort and durability. The brand is linking its recent foundation to West Ham’s reputation as ‘The Academy of Football’, with a youth development system that has forged the talents of many future stars.
Everton FC and Davanti Tyres will continue their official brand partnership for a further three years, following the extension of their commercial partnership. The new deal was unveiled at Davanti’s first ever International Dealer Conference at Everton’s Goodison Park stadium in Liverpool on Friday, 28 February. Davanti discussed the impact of its Official Tyre Partner status with the club on global growth since the arrangement formally began in 2017, in addition to presenting further details of its 2020 plans.
It’s already title partner to the knockout championship Coupe de la Ligue (French League Cup), and now BKT has extended its football activities in France by becoming title sponsor to the country’s second division league. From the start of the 2020/21 season, this will be known as Ligue 2 BKT.
The sponsorship agreement between Hankook Tire and Real Madrid has been extended until the end of the 2022/23 season. This continued collaboration between tyre maker and Spanish La Liga football club was sealed at a ceremony recently held at Santiago Bernabéu stadium. Florentino Pérez, president of Real Madrid, and Sang Hoon Lee, Hankook Tire’s president in Europe, oversaw proceedings.
Apollo Tyres has partnered with Manchester United F.C. for more than seven years, and an important aspect of this engagement has been the nurturing of young football talent. The latest programme has now been launched in India and involves the Manchester United U-18 team, which in May will visit the country for the first time.
Continental Tyres has renewed its commitment to Women’s football in England by extending its partnership with the FA to September 2021. This renewal will see Continental, as a founding partner of The FA Women’s Super League, reach its ten-year milestone of continued support.