LONDON—Yokohama Rubber Co. Ltd. has expanded its jersey sponsorship agreement with the English Premier League Champion Chelsea Football Club, reaching a deal to add the recently launched Alliance Tyres brand logo to the team's uniform sleeve.
The new agreement expands YRC's two-year-old partnership with the soccer team that wears jerseys featuring the Yokohama logo across the chest. The agreement, a five-year deal, was signed in 2015.
Terms of the deal extension, for the 2017-18 season, were not disclosed.
"Yokohama Rubber expects the partnership with Chelsea FC...to increase the brand recognition for its Yokohama and Alliance brands by appealing to images associated with the Champions," the tire maker said in a news release.
The new deal is designed to expand brand awareness for the Alliance Tyres name, which will be launched in Europe this year as a consumer tire brand. Yokohama acquired the Alliance Tire Group (ATG), which specializes in off-highway tires, in July 2016.