Federal Tyres has confirmed that Manchester United and England veteran Bryan Robson will be their guest of honour at the Taiwanese tyre company’s 60th Anniversary celebration in Moscow on 30 August, during the Moscow International Automobile Salon [MIAS].
Yokohama HPT is to continue its ongoing partnership with League 1 giant-killers (and the company’s local team) MK Dons. If last night’s 4-0 victory over Manchester United (26 August 2016, Capital One Cup) is anything to go by, Yokohama will be celebrating its investment as money well spent.
A year after announcing its initial partnership with Manchester United, Apollo Tyres has announced how the advertising and marketing cooperation has grown from covering just the UK and India initially to a total of 69 countries. The additional 67 countries cover virtually all of what can be called Europe – and even as far as Turkey, but does not include Russia. In addition the number includes the Middle Eastern markets Apollo has invested in developing its retail and distribution presence in recently. Further afield in the Far East – Thailand is also included. These markets are said to have been chosen based on their positions as influential and fasting growing markets. No details relating to the scale of investment associated with the partnership have been revealed. However it is said to have been “satisfactory for both parties.”
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.
Since 1999, Manchester United has been helping young football talent develop through its Manchester United Soccer Schools, and today the Manchester United Soccer School, or MUSS, operates in a number of countries around the world. It has now been extended into Taiwan, and club sponsor Federal Tyres is sponsoring 32 children to take part in the first ever MUSS three-day programme, which will be held at the Taipei Municipal Stadium.
Federal Tyres is using its link with Manchester United FC to foster its current focus on the Russian market. The Taiwanese tyre maker invited a select group of Russian tyre dealers and journalists to the UK this week as part of its ‘Awaken the Champion Inside’ campaign in Russia. The guests watched Manchester United take down Hull City by three goals to one and Federal used the three-day event to develop stronger connections with its Russian distributors, dealers and customers.
Taiwanese tyre maker Federal Tyres states it has “set its sights on ten per cent market share in Russia” and aims to double the number of wholesalers it works with there (currently nine in eight cities, including Moscow, St Petersburg and Ekaterinberg) every year for the next five years to help achieve this objective by 2019. The company has been present in the Russian market since 2004 and its products are available at over 10,000 retailers across the country. It has now launched a brand new website, www.federaltyresrussia.com, VKontakte page, vk.com/federaltyresrussia, and 2014 campaign slogan that capitalises on Federal’s sponsorship of Manchester United: “Awaken the Champion inside” (Пробуди в себе Чемпиона).
Apollo Vredestein UK managing director Stuart Jackson revealed several strategic details with which Apollo plans to grow its brand in the UK. Apollo is to introduce a truck and bus tyre range and expand its passenger car tyre lines into a fourth generation, with a sizeable investment in UK marketing “to support brand growth.” The tyre manufacturer will also develop its links with Manchester United, both as a partner in a sports facility initiative and as a significant branding opportunity, with video and print marketing materials featuring the purple of Apollo and the red of the Stretford team.
Following a multi-agency pitch process, Apollo Tyres has appointed The Brooklyn Brothers its global creative agency. The agency’s London office will service the account and help build the Apollo brand via print, electronic and digital mediums.
On 21 August, Apollo Tyres signed a three-year partnership with Manchester United, which sees the company named as the official tyre of the world-famous football team across both the UK and India. Details of the investment associated with the deal have not been released. What we do know is that as well as access to player appearances in both countries the company will be making the most of its association with Man U in online advertising as well as its marketing and point of sale material. In addition, in a development of its ‘go the distance’ philosophy, Apollo Tyres will create football-based play zones in local communities in the UK and India; these will feature recycled rubber and encourage healthy lifestyles among youngsters.
It was announced today that Apollo Tyres is now Manchester United’s Official Tyre Partner in the UK and India. Tyres & Accessories was present at the deal’s signing at the club’s Aon Training Complex in Carrington and will report full details; the basics are that the three-year agreement will, amongst other things, see the two parties participate in a “joint community commitment to encourage healthy lifestyles and develop sporting skills in young people.”
GT Radial dealers from Scotland and Northern England recently enjoyed full hospitality at the Theatre of Dreams for Manchester United’s home leg Champions League match versus Romanian side Otelui Galati, after winning their places for “exceptional sales performance.”
In the US, Kumho Tires has signed sponsorship agreements with the NBA basketball teams Los Angeles Lakers and Miami Heat. Both contracts extend through to the 2012 season and cover perimeter advertising at both teams’ home grounds, advertising space on video monitors plus joint autograph signing sessions with players.
Old Trafford was the site chosen for the launch of two new ranges of Exide Technologies batteries specifically designed for hybrid vehicles. The Micro-hybrid AGM and Micro-hybrid ECM were unveiled to executives from major UK automotive buying groups at the Manchester United home ground on December 10. The two line-ups, each containing three battery types, are intended to provide an original equipment specification aftermarket option for all currently available micro-hybrid vehicles.