Hankook is extending its commitment to the UEFA Europa League by a further three years until the 2023/24 season.
The supplier has been an Official Partner of UEFA since 2012.
With the current contract extension, sponsorship also includes the new UEFA Europa Conference League competition, which will debut in the 2021/22 season.
In addition to familiar features such as the presentation of the Player of the Week, Hankook will receive further activation rights to expand its brand presence, through new initiatives including patron of the Referee Mascots at matches and the Team of the Week digital activation.
The announcement confirms Hankook’s sponsorship of the UEFA Europa Conference League via its Laufenn brand. Football fans and Hankook customers will be able to watch 64 teams compete in a total of 282 matches across both competitions each season.
Global exposure of the Hankook brand around many European football stadiums has been enhanced by incorporating LED perimeter advertising, along with static advertising boards.
The partnership with UEFA is also characterised by other sponsorship initiatives, such as the collaboration with David Garrett in 2020, which reinterpreted the official anthem of the UEFA Europa League.
“Football is one of the most popular sports in the world and plays a central role in European countries,” said Hankook Tyre Europe president, Sanghoon Lee.
“Both sponsorship of the competitions and 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 from the new season onwards, we will be able to offer children from all over Europe an unforgettable experience as Referee Mascots.
“Moreover, 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.”
Another initiative organised by Hankook is the Back Stadium Tour, which provides customers and fans with a behind the scenes experience on matchdays. Hankook is also continuing its Man of the Match presentations after both finals. The sponsorship agreement will continue to be an integral part of Hankook’s partnership with UEFA, which will be supplemented by new promotions.
Hankook has sponsored Champions League winners, Real Madrid, since 2016 and on a local level, Borussia Dortmund is backed, as well as the Czech national team.
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