Kenda Tires is keen to replicate the success it has enjoyed with its car tyre business in North America over the last decade in European markets, and last year it introduced its first passenger car tyre specifically designed for the region, the Kenda Emera A1. This was followed by the Wintergen 2 winter tyre and Komendo Winter KR500 van tyre. The Taiwanese tyre maker is bringing its latest made-for-Europe product to The Tire Cologne, the Kenda Kenetica 4S all-season tyre.
Kenda Tires will be promoting its brand on LED perimeter boards within the stadiums of leading Italian Serie A football teams Fiorentina, Lazio Rome, Sampdoria Genua, Udinese Calcio and CFC Genua.
According to the contract with Serie A marketer Infront, Kenda’s advertising will be displayed on all four sides of the playing field. Advertising in Italy’s top league is expected to allow Kenda to reach not only the fans attending the matches, but also millions of TV viewers via SKY Italia Go, Mediaset Premium, and Italy’s biggest club channel, the Juventus channel.