Falken steps up its European football strategy

Falken Tyre Europe is expanding its football portfolio for the 2024/25 season, adding new clubs and extending key partnerships to increase brand reach across eight countries and 21 clubs. The focus is on high-visibility LED perimeter advertising, static boards, and hospitality that support local distributor activations in core markets, especially England, Spain, and Germany.

New partnership, VfB Stuttgart

From 2024/25, Falken is an official club partner of VfB Stuttgart, the largest club in Baden-Württemberg with over 100,000 members. The deal includes:

• More than 240 metres of LED perimeter exposure at Bundesliga home matches.
• Two static banners in the second row of the Cannstatter and Untertürkheimer Kurve.
• An extensive hospitality programme.

VfB’s honours include five national championships, three DFB Cups, and two UEFA Cup finals. “We are proud to become an official partner of VfB Stuttgart,” said Markus Bögner, Managing Director, President and CSO of Falken Tyre Europe GmbH.

Ongoing marquee deals

• Liverpool FC, Official Global Tyre Partner. Branding appears on LED perimeter boards, dugout areas, and the Players’ Bus Entrance at Anfield. The partnership also includes social media campaigns and hospitality.
• Atlético de Madrid and Borussia Mönchengladbach. Both partnerships, first signed for 2018/19, have been extended. Packages include LED perimeter and static boards, plus interview and press backdrop visibility for Mönchengladbach.

“Football is still the platform with the most appeal, which is why we will continue to develop this commitment,” said Markus Bögner. SPORTFIVE, which has worked with Falken since 2015, brokered the latest extensions.

Wider European footprint

Falken’s pan-European club roster includes:

Germany
FC Schalke 04, FC Ingolstadt 04, Bayer 04 Leverkusen, Hamburger SV, TSG 1899 Hoffenheim, Borussia Mönchengladbach, VfB Stuttgart.

England
Liverpool FC.

Spain
Atlético de Madrid, Sevilla FC, Real Betis, RCD Espanyol.

Italy
Bologna FC, Torino FC, Lazio.

France
LOSC Lille, AS Saint-Étienne, Girondins de Bordeaux.

Poland
Legia Warsaw, Wisła Kraków.

Netherlands
FC Utrecht, AZ Alkmaar.

Sweden
Östersunds FK.

Why this matters

The strategy concentrates on TV-relevant inventory and in-stadium presence that reaches millions of fans each week, paired with hospitality for partner and distributor engagement. According to Lagardère Sports, this approach boosts consistent brand exposure across domestic leagues while allowing localised fan activations.

Falken’s 2024/25 plan builds on a long-running football commitment, combining premium club associations with broad market coverage to strengthen awareness and preference across Europe.

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Tagged with: football partnerships, sports sponsorship, LED perimeter advertising, VfB Stuttgart, Liverpool FC, Atlético de Madrid, Borussia Mönchengladbach, hospitality programme, distributor activations, European clubs

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