Linglong Tire has confirmed a global partnership with the Chicago Bulls, adding one of basketball’s most recognisable franchises to its sports portfolio. Announced on 25 November 2025, the collaboration is positioned to reach fans across the United States and international markets, pairing the Bulls’ global following with Linglong’s push for wider brand visibility and channel growth.
The company says the agreement will connect Bulls fans and drivers through digital, in-arena and community assets, with executions to roll out this season. While financial terms were not disclosed, Linglong indicated the programme will emphasise reliability and safety messaging alongside basketball’s energy. A spokesperson said the alliance is designed to “bring brand and sport closer for tens of millions of users globally.”
US basketball delivers city-level reach and frequent touchpoints during the autumn–spring replacement season. For distributors and retailers, that combination can support top-of-funnel awareness for passenger car and SUV fitments. The Bulls’ international profile also creates opportunities for cross-border campaigns where Linglong is expanding European sales and OE supply.
Linglong has stepped up brand activity in Europe, including an airport media programme in Germany that puts product lines in front of international travellers at Munich Airport, with executions across 500 baggage trolleys. Tyre News recently covered the campaign’s focus on current summer, winter and all-season patterns and the group’s European production footprint.
On the supply side, Linglong has added original-equipment (OE) positions in Europe, such as its fitment on the latest Volkswagen Tiguan. OE wins are relevant to retailers who see halo demand from replacement buyers and to fleets who benchmark tyres already validated by vehicle makers.
What to watch next
Details on in-arena assets and community activations will be key to assessing impact in the US market. The Chicago Bulls’ partner news page typically carries activation updates and may list category partnerships as they go live, offering a useful reference point for stakeholders tracking sports marketing visibility.
Tagged with: Linglong Tire, Chicago Bulls, sports sponsorship, tyre branding, OE fitments, passenger car tyres, European sales, US market, retail visibility, fan engagement, automotive aftermarket
Disclaimer: This content may include forward-looking statements. Views expressed are not verified or endorsed by Tyre News Media.
