LONDON—Kumho Tire Co. Inc. will become a sponsor of the English Premier League's Tottenham Hotspur soccer team for the 2016-17 season.
It is the South Korean tire maker's first Premier League sponsorship since its deal with Manchester United ended five years ago. It's a deal that Kumho President and CEO Lee Han-Seob said “will help further boost our brand recognition and name value as a global tire maker not only in Europe but also in the rest of the world.”
As a sponsor, Kumho's brand will be displayed on LED panels, A-boards, match brochures and websites during competitions taking place at White Hart lane, the team's home stadium.
Additionally, Kumho can use the club's logo and images of its key players, such as Korean native Son Heung-min. Tottenham players also may attend special events and soccer lessons for Kumho customers.
The Premier League is one of the most-watched soccer leagues in the world, drawing a television audience of 930 million and television rights deals worth $2.5 billion last season, according to Kumho.
Tottenham finished third in the league last season.