October 27 – Tyre brand Falken Tyre Europe has added one-season extensions to its sponsorships of LaLiga’s Atlético Madrid and the Bundesliga’s Borussia Mönchengladbach.
The deals, negotiated by the Sportfive agency, will run to the end of the 2020-21 season.
The core of the marketing package are the LED perimeter advertising and static perimeter presences whioch give Falken a TV presence in its core European markets.
Falken will also have logo integrated on the Borussia Mönchengladbach logo wall for interviews and press conferences. The Atletico Madrid deal, where Falken has been a partner since the 2018/19 season, comprises various advertising rights, including a constant logo presence at Atlético’s Wanda Metropolitano stadium.
Markus Bögner, COO and President at Falken Tyre Europe GmbH, said: “Both of the clubs have tremendous charisma, and I am certain that we benefit from the high level of media presence and the associated media coverage. Particularly as fewer spectators are in the stadiums due to the Coronavirus and the matches will be transmitted on TV broadcasts with wide-reaching coverage.”
Christian Kothe, Vice President Premium Partnerships at Sportfive, emphasised the pan-European importance of the deals. “Falken Tyre is aware of the long-term, positive impact of the football presence in respect to its own brand,” he said.
“Both of these extensions with European top clubs prove the continuity of Falken Tyre as an established player in the sports business and will once again help to achieve the communication objectives of the brand.”
Falken is also the tyre sponsor of Premier League Liverpool.
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