August 27 – South Korean tyre manufacturer Hankook has committed to a fourth consecutive multi-season sponsorship cycle with UEFA’s Europa League. and is approaching ten years of partnership with UEFA.
The new deal will be for the 2021 to 2024 sponsorship cycle and will include the additional rights around the new UEFA Europa Conference League. No value was given for the sponsorship.
“Hankook has been a valued partner of UEFA’s since 2012, showcasing some of the best activations and sponsored content in support of the UEFA Europa League. We are looking forward to collaborating further with Hankook in order to develop new ideas for the upcoming UEFA Europa League and UEFA Europa Conference League seasons,” said said Guy-Laurent Epstein, Marketing Director of UEFA.
The deal was announced at the group stage draw for the Europa League and Europa Conference League;
Sanghoon Lee, President of Hankook Tire Europe said: “Both the sponsorship of the competitions and the partnership with UEFA are important elements of Hankook’s sports marketing strategy in the region. In addition to our other activities, I am particularly pleased that from the new season onwards we will be able to offer children from all over Europe an unforgettable experience as Referee Mascots.”
Hankook will also use the sponsorship to increase awareness of its products in Europe.
“Introducing our second brand, Laufenn to UEFA club competitions will increase our relationship with UEFA to further enhance Hankook’s brand awareness and acceptance in the European market through our sponsorship of both competitions.”
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