The Yokohama Rubber Co, Ltd announced recently that on July 21st it agreed with England’s Chelsea Football Club to be a jersey sleeve sponsor for the 2017–2018 season. The agreement expands on Yokohama Rubber’s ongoing official partnership with the current Premier League champion. In addition to the Yokohama Tyres logo that was prominently featured across the front of the Chelsea FC jersey over the past two seasons, the new jerseys to be worn by players during the Premier League, FA Cup and Carabao Cup matches would carry the logo of the company’s new Alliance Tyres brand on the left sleeve. The latest jersey made its debut at Chelsea’s pre-season match with Arsenal at Beijing’s National Stadium (aka the Bird’s Nest) on July 22nd.
Alliance is a new passenger vehicle tyre brand to be launched by Yokohama Rubber in Europe in 2017. By adding the Alliance brand to the Yokohama portfolio, Yokohama Rubber says it expects to better meet the needs of a broader and more diverse customer base for passenger vehicle tyres. The Alliance Tire Group (ATG), an off-highway tyre specialist that was acquired by Yokohama Rubber in July 2016, continues to expand its business in the market for agricultural and construction machinery under the Alliance brand.
Seeking to expand its global tyre sales and brand recognition, Yokohama Rubber in July 2015 entered into a five-year partnership agreement with Chelsea FC, which has an extensive worldwide fan base. Yokohama Rubber expects the partnership with Chelsea FC, which last season recaptured the Premier League title, to increase the brand recognition for its Yokohama and Alliance brands by appealing to images associated with the Champions.
Founded in 1905, Chelsea FC is recognised as one of the Premier League’s most prestigious clubs. The Blues had captured the league title six times and won seven FA Cups. Chelsea also won two UEFA Cup Winners’ Cups – the UEFA Champions League in 2012 and UEFA Europa League in 2013, making it the first UK club to win all three of the UEFA’s major club competitions.