Hankook Tyres continued its campaign of raising brand awareness with European motorists, after securing a deal to sponsor the popular Uefa Europa League football tournament.
The Korea-based tyres brand will back the event from 2012 through to 2015, with the company logo set to feature prominently on perimeter board advertising in stadiums and in media backdrops during interviews and press conferences.
According to Hankook president of marketing Hee-Se Ahn, the deal represents a major milestone for the firm.
"Soccer sponsorships represent an integral component of our European marketing strategy. The emotionality in soccer is a perfect match to our company motto ‘Driving Emotion' ," he said.
Uefa events chief executive David Taylor added: "Hankook is known for its premium quality, especially in the field of ultra-high performance tyres, and we look forward to join forces with Hankook to build the competition awareness and engage with fans.”
The company has already launched a new billboard poster campaign in the UK which has been designed to coincide with the start of the Olympic Games.
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