Kumho Tire Europe has become a Premium Partner of SG Flensburg-Handewitt, marking the tyre manufacturer's first official partnership with a handball club.
SG announced the agreement on 16 September, describing Kumho's previous sports sponsorship activity as primarily focused on international football. The club said the new relationship would increase the tyre brand's visibility among its supporters, customers and business network.
Kumho said its branding will appear at Bundesliga home games through LED advertising and on-court branding. SG's Premium Partner package also provides advertising exposure within the arena and through national and international television coverage, together with corporate hospitality rights.
“In SG Flensburg-Handewitt, we have found a partner that stands for top-level handball, passion, and a strong international presence. The fact that this is our first partnership in handball with the SG makes this collaboration particularly special for us. We look forward to making a successful impact together and becoming part of the SG family,” says Thomas Schlich, Head of Sales & Marketing at Kumho Tire Europe GmbH
The agreement adds another sport to Kumho's existing European sponsorship programme rather than replacing its football activity. Earlier this year, the manufacturer agreed a three-season partnership with Polish football club Górnik Zabrze covering the 2026/27 to 2028/29 seasons. That agreement includes shirt-sleeve branding, stadium advertising and digital marketing activity.
Kumho's arrival also comes as automotive branding has become particularly visible in Germany's top handball competition. Opel became title sponsor of the men's Handball-Bundesliga from 1 July 2026 under a three-season agreement and is also sponsoring Germany's men's and women's national teams. The company has separately signed as an official sponsor of the 2027 IHF Men's Handball World Championship in Germany.
For Kumho, however, the immediate development is more straightforward: handball has been added to the company's European sports marketing activity as another route to consumer visibility in Germany.
Tags: Kumho Tire, Kumho Tire Europe, SG Flensburg-Handewitt, handball sponsorship, tyre sponsorship, German handball, sports marketing, Opel Handball-Bundesliga, Górnik Zabrze, tyre manufacturers
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