MADRID, Spain—Hankook Tire Co. Ltd. and Spanish soccer team Real Madrid C.F. have inked a global partnership contract, providing Hankook with advertising exposure at Real Madrid's stadium and a “range of further global marketing rights.”
Hyun Shick Cho, Hankook Tire president and CEO, and Real Madrid President Florentino Perez signed the agreement Aug. 31 at Real Madrid's Santiago Bernabeu stadium, where Hankook's perimeter advertising—to be shown during all home games—already is visible.
The deal, which started in July, runs initially for three years. Financial terms were not disclosed.
Hankook said it hopes the deal will allow it to tap into the estimated 450 million Real Madrid fans from different global markets by communicating its brand philosophy, products and services through a number of promotions, including diverse marketing events with the club's players.
The South Korean tire maker did not provide specifics as to what these events might entail.
Founded in 1902, Real Madrid is considered one of Europe's premier soccer teams, having won 11 European UEFA Champions League titles to go with 32 Spanish 1st League titles and nine Spanish “Super Cups.”
The sponsorship agreement will not be limited to the team's home matches of the Primera Division (the Spanish 1st league), but also will include Real Madrid's Copa del Rey matches (the Spanish national soccer cup) as well as international home and away matches, Hankook said.
The agreement, according to Hankook, “signifies the share spirit of winning innovation in premium brand equity, manifested in both Real Madrid's dominating global football success and Hankook Tire's proven technological excellence and premium products.”
Hankook said it and Real Madrid promote the same mission—winning through innovation—adding that this shared philosophy will enable both parties to achieve their goals.
“…As one of the world's best football clubs and one of the global top tire producers, we are both empowered to reach out to the global community with our shared culture of winning innovation in respective fields,” Cho said.
Hankook is an official/premium partner and sponsor in various major international sports, including: UEFA Europa League; BV Borussia Dortmund (German 1st league football club); Northampton Rugby Football Club (English Premiership); and Lyon Olympique Universitaire Équipe Pro (French Rugby league).