In the continuing trend that sees global tyre manufacturers signing commercial agreements with some of Europe’s leading football clubs, Hankook has now signed a partnership with ‘Association Sportive de Monaco’, for an initial two-year period. Alongside the second home match of this season, the agreement was signed at the Stade Louis II in Fontvieille.
AS Monaco Signs for Hankook Tire France
Hankook will benefit from a strong presence in the Louis II Stadium at the club’s Ligue 1 home matches, with its logo on LED panels, as well as fixed brandings. The Club, who has won eight league titles and five Coupe de France trophies in its history, will also feature the Hankook logo in all of its interviews, as well as on top of the player’s bench and the Club’s coaches. The home games will also allow Hankook to set up a high-end hospitality and thus enlarge customer engagement.
“We are very pleased to announce this partnership with Hankook, with whom we share the ambition to be at the forefront of performance to offer our fans, and our customers, a unique experience and emotions. In addition, this association with a leading international company in its sector, emphasizes the increasing attractiveness of the club and will allow each of our brands to strengthen its reputation and continue to grow”, adds Vadim Vasilyev, Vice President CEO of AS Monaco.
Mr Jong Woo KIM, Managing Director of Hankook Tire France stresses: “We are very proud to be involved with AS Monaco FC, with whom we share the culture of innovation, high-end standards and a vision of the performance that links creativity and efficiency. Our ambition is to strengthen our image as one of the top tyre brands in the world and extend our market share in France. This partnership is a great tool to reach our goals. “
In terms of its marketing strategy, the tyre manufacturer relies on a multi-level concept which is made up of local, continental and global sponsoring commitments. This way, individual market situations can be integrated in an optimum way and customer loyalty and the visibility of the brand can be supported through specific measures.
For example, Hankook has been a global sponsor of Real Madrid C.F. since 2016 and is involved in the UEFA Europa League throughout Europe. On a local level, the German subsidiary sponsors Bundesliga club Borussia Dortmund, while the Czech branch sponsors Sparta Prague and the Russian Hankook office, Spartak Moscow.