Hankook signs a 3-year sponsorship with Saudi club Al-Ittihad, boosting brand visibility across the Middle East.
Hankook Sees Saudi Arabia as One of Its Emerging Markets
Hankook Tire has signed a three-year deal to be the official title sponsor of the Saudi Arabian football club, Al-Ittihad, starting from the 2024/25 season.
Al-Ittihad, founded in 1927, is one of Saudi Arabia’s most decorated football clubs. It recently secured its 10th Saudi Pro League title with two matches remaining in the 2024/2025 season. On the international stage, Al-Ittihad has also demonstrated its strong presence by winning back-to-back AFC Champions League trophies.
Through this partnership, Hankook Tire aims to strengthen its global sports marketing efforts by leveraging the club’s high profile, bolstered by world-renowned players such as Karim Benzema and Moussa Diaby.
The deal with Al-Ittihad allows the Hankook brand logo to be featured on in-stadium LED signage, media interview backdrops, and the club’s official team apparel. The Korean tyremaker also plans to run engagement-driven marketing campaigns, such as integrated online and offline ticket giveaway events, to boost brand awareness and drive sales in the Middle Eastern market, including Saudi Arabia.
Hankook sees the Middle East, especially Saudi Arabia, to be one of its emerging markets. In August 2023, the company partnered with its official Saudi distributor, Bin Shihon Group, to launch its iON product line—the world’s first full line of tyres dedicated to electric vehicles.
Hankook Tire also continues to enhance its global presence among sports fans through a wide range of high-profile sponsorships. The company is an official partner of prestigious international football properties, including the UEFA Europa League, UEFA Europa Conference League, German football club Borussia Dortmund, and the prestigious Ballon d’Or awards.
