YANGSAN, South Korea—Nexen Tire Corp. is growing its presence in winter sports ahead of the 2018 Olympics in Pyeonchang, South Korea by expanding sponsorship opportunities and partnering with snowboarding publications Snowboarder Magazine and SuperPark.
Starting this month, Nexen will be an official sponsor of the 2016-17 winter sports season, sponsoring World Cup and Championship events. Areas of sponsorship include speed skating, snowboard/ski Big Air World Cup and the FIS Ski Jumping World Cup, as well as World Cup and the World Championship on bobsleigh and skeleton events.
Those sponsorships come with privileges which the tire maker said could help to “grow its brand and build an even closer bond to the action sports lifestyle.”
To that effort, the South Korean tire maker has developed a diverse marketing strategy that includes television commercials, magazine advertisements, out-of-home advertisements, sales promotion through tickets for matches, and hospitality programs for customers. Nexen is counting on these to “beef-up brand awareness and promote the sale of winter products.”
Yangsan-based Nexen Tire is located just a few hours away from Pyeonchang, the host city of the 2018 Winter Olympics.