Hankook Tire Renews UEFA Sponsorship, Expanding Engagement Through Innovative Strategies

Hankook Tire has once again affirmed its commitment to European football by renewing its sponsorship with the UEFA Europa League and UEFA Conference League for an additional three years, extending through to the 2026/27 season.

This marks the fifth consecutive renewal for Hankook, underscoring a stable partnership that blends the thrill of football with innovative tyre technology.

Starting from the 2024/25 season, the UEFA Europa League will undergo significant changes to its competition format. The tournament will expand from a 32-team group stage to a 36-team league phase, thereby offering four additional clubs the chance to compete. Each club will play eight matches against eight different opponents, equally split between home and away games. Similarly, the UEFA Conference League will also increase its participants to 36 teams, though each will play against six different opponents. This revamp is set to heighten the competition’s intensity from the very first match day.

Hankook Tire has also secured several key sponsorship rights and activations that promise to enhance the fan experience both online and onsite. Notable among these are the "referee mascots", a fan favourite initiative that will continue during the season and at finals in Dublin and Athens in May 2024. These activations are part of a broader engagement strategy that includes digital campaigns, such as ticket giveaways and exclusive travel experiences to European cities for live matches, hosted on the hankook.win microsite.

The sponsorship also provides Hankook with unique on-site rights, like the "Back Stadium Tour", and continued visibility during the "Player of the Match" presentations at both finals. The brand will be prominently displayed on LED perimeter advertising and other media backdrops, ensuring visibility across European audiences.

A key focus for Hankook in this sponsorship cycle is to position itself as a leader in the rapidly emerging EV tyre market. The Hankook iON brand, the first complete range of tyres designed specifically for electric vehicles, will be prominently advertised. This initiative is part of Hankook’s E.Circle strategy, which aims to drive sustainability in tyre technology through recycling, renewable energy, reuse, and reduction practices.

Sanghoon Lee, President of Hankook Tire Europe, expressed enthusiasm about continuing the partnership with UEFA. He highlighted football's massive following in Europe and the significant role the sponsorship plays in enhancing brand visibility and acceptance across the continent. The inclusion of the UEFA Conference League has also proven beneficial for raising the profile of Laufenn, Hankook’s second brand, particularly within the important second-tier tyre market segment.

Guy-Laurent Epstein, UEFA Marketing Director, also voiced his satisfaction with the ongoing partnership, which remains the longest-standing for the UEFA Europa League. He looks forward to further enriching the fan experience and advancing community engagement initiatives alongside Hankook.

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