Hankook Tire announced on the 22nd that it will officially sponsor the Saudi Arabian professional league football club "Al Ittihad" for three years starting from the 2024/2025 season.
Al Ittihad is a top-tier Saudi football club founded in 1927. It secured its 10th league title after confirming victory with two matches remaining in the Saudi Pro League for the 2024/2025 season.
Hankook Tire plans to strengthen its global sports marketing based on the partnership with Al Ittihad. It aims to enhance its premium brand image by leveraging the recognition of star players such as Karim Benzema and Moussa Diaby.
During the contract period, the "Hankook" logo will be displayed on LED (light-emitting diode) advertising boards at the stadium, media interview backdrops, and the club's official apparel. Participatory marketing events, such as ticket giveaway events linking online and offline, will also be conducted.
Hankook Tire is expanding its brand presence in emerging markets in the Middle East, including Saudi Arabia. Since collaborating with the official Saudi dealer "Bin Shihon" group last August, it has been gaining recognition for its technology with electric vehicle tires under the brand "iON," taking over the local market.