Following the unveiling of Federal Tyres’ latest marketing activity with Manchester United in Russia, Tyrepress got in touch with marketing manager Geoffrey Chang to ask a bit more about the attraction of the club and the English Premier League for a brand trying to make waves in Russia. Federal became the club’s Official Tyre Partner in the Russian and Taiwanese markets at the beginning of last season. While things haven’t gone entirely to plan on the pitch for any of the three men placed in charge of the club since Sir Alex Ferguson’s departure – most recently Louis van Gaal’s home defeat to Swansea – and doubts have been raised about Manchester United’s value as a brand partner (especially given its multiple tyre partners), Federal remains ebullient about the deal.
Federal Tyres is hoping the allure of the world’s most famous football club will contribute to its success at one of Russia’s biggest motor shows, the Moscow International Automobile Salon (MIAS). A mystery “Manchester United legend” will join Federal on its interactive exhibition space at the show, continuing its United-themed marketing campaign in the region. The brand is also to run a competition through its online channels to win a Manchester United shirt signed by the first team in the run up to the event. The manufacturer has been the Official Tyre Partner of Manchester United in Russia and its domestic market, Taiwan, since August 2013, engaging in activities such as the Manchester United Soccer School programme and harnessing the club’s brand equity to target the Russian market, in which it hopes to build a significant presence by 2019.