In addition to being the strongest brand globally, according to Brand Finance, Michelin has been named the world’s most valuable tyre brand for the third year in a row. However, the gap between first position and second-placed Bridgestone narrowed, meaning the Japanese tyre manufacturer is well-placed to regain pole.
Ligue de Football Professionel (LFP), the body which governs the French football leagues, officially presented the new identity of the 2020/21 Ligue 2 season this month. And, from 1 July 2020 it will be called Ligue 2 BKT. The title sponsorship agreement runs through to June 2024.
Hankook Tire has become a sponsor of the Nürburgring Endurance Series, the race event at the renown German circuit that previously went by the name VLN Endurance Championship and billed as the largest motorsport championship in the world. The tyre maker hopes this new tie-up will be the start of a “long term partnership” with the retitled, open tyre supply motorsport series.
Thanks to an extension of the current partnership, Hankook will return in 2020 as official tyre of Australia’s National Rugby League (NRL). As part of the newly-extended contract, the tyre maker will launch what it says will be “one of the biggest consumer promotions ever seen” in the country’s tyre industry; this will run from April to August 2020.
While Yokohama has ended its Chelsea shirt sponsorship after “five very successful years”, the Japanese tyre manufacturer will continue its relationship with the premiership team as Official Global Tyre Partner.
Pirelli has partnered with the prestigious World Tour Team Trek-Segafredo. Its first official presence after signing the partnership is now underway at the Santos Tour Down Under in Australia, where the team’s athletes, including the reigning UCI world champion Mads Pedersen, are riding on Pirelli’s P Zero Velo Tubular tyres.
Servicesure, the national garage network of The Parts Alliance, had reason to celebrate this New Year thanks to its partnership with darts champion Peter ‘Snakebite’ Wright. The 49-year old Scottish darts player won the 2020 PDC World Darts Championship on New Year’s Day.
Never change a winning team, says BKT. That is why it has extended its Monster Jam partnership with promoter Feld Motor Sports. The agreement, first signed in 2014 and scheduled to expire in 2020, now runs until 2026.
Liqui Moly has strengthened its commitment to IntactGP and become main sponsor of the Moto2 racing team from the Allgäu region. Next year, the team will compete in the Motorcycle World Championship as “Liqui Moly IntactGP”. “We are expanding the successful cooperation and increasing the visibility of our brand,” says Ernst Prost, managing director of Liqui Moly.
Linglong and Juventus have extended their sponsorship partnership, which makes Linglong Tire Juventus’ Official Global Tire Partner until 2022.
In a statement announcing the news Linglong said: “It’s been an incredible journey shared between Linglong Tire and Juventus, since the partnership agreement was signed between the two on 1 February 2018. A journey, experienced together, which has seen Juventus win two Serie A titles, one Coppa Italia and an Italian Super Cup.” Both sides have reportedly “enjoyed” collaborative partnerships, which have seen each of the brands mutually benefit from the agreement, as fans can look forward to even more collaborative work between the two.
The Pace tyre brand, which is exclusively produced and distributed by contract tyre manufacturer SD-International, will once again sponsor the Chinese national team at the 2020 BetVictor World Championship of Ping Pong at Alexander Palace, London on 25 and 26 of January.
Hankook will serve as the official tyre of Hockey Canada until 2024 thanks to an expansion of the relationship between the association and Hankook Tire Canada. Through the partnership. Hankook Tire’s local operation will support Hockey Canada’s efforts to engage fans and grow the game, participate in its signature events and will act as an international partner at various championships.
Fans of Czech First League club FK Mladá Boleslav will see a lot more of Kumho Tyre in future. As exclusive tyre partner for the coming three years, Kumho Tyre gains a logo presence on the back of players’ shirts and the front of their shorts during all First League and cup matches as well as on digital signage along the length of the playing field. The sponsorship arrangement also covers hospitality options and a presence within the club’s media activities.