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Hankook and Borussia Dortmund kick off their 12th season partnership

2020. 09. 24

  • Since 2009 Hankook has been an official partner of Borussia Dortmund, the Bundesliga club with the strongest brand in the league*. Now the premium tire maker is extending its successful partnership with BVB for another two years, thereby entering its 12th season as "BVB Champion Partner". Comprehensive classic sponsoring rights in and around the stadium ensure high visibility for Hankook, through logo presence on LED boards, media backdrops, center circle tarpaulin and through spots on stadium TV. In addition, Hankook has access to many other opportunities within the sponsorship rights, which will benefit consumers and customers alike.

Neu-Isenburg, Germany, September 24, 2020 - Premium tire maker Hankook initially signed the sponsorship contract with BVB in 2009 and continues to remain loyal to the club by extending the partnership again. Just last year the successful sponsorship celebrated its 10th anniversary. Fans who are already excited about the start of the new Bundesliga season will witness the brand presence of Hankook at the most popular club in the Bundesliga* this season. The exclusive tire partner of the eight-time German champions will again be offering the club's millions of fans exciting campaigns and competitions, which can be found on the website hankook-promotion.de.

"At this exciting time, we can look back on 11 years together with Hankook and the contract extension is also a compliment to all our fans out there who make BVB the attractive partner that we are. This is something special for us and is a reflection of the trusting relationship. Just like us, Hankook embodies sportiness, reliability, emotion and success, so the brand fits us perfectly," says Carsten Cramer, Managing Director of BVB.

"The long-standing sponsorship partnership with BVB has made a valuable contribution to our brand awareness and we are very much looking forward to reaching relevant target groups in the coming year in an attractive, positive environment with a club that fits so well with the core values of our brand - enthusiasm, emotion and passion for top performance," says Dietmar Olbrich, Vice President Marketing and Sales at Hankook Reifen Deutschland. "Borussia Dortmund is, and will continue to be, a genuinely popular and great club with a broad fan base. We are particularly pleased that we, as Champion Partner, can continue to take advantage of the interest in such an attention-grabbing team for our Hankook brand and continue to be part of this emotional and successful team."

Borussia Dortmund has always been one of the most popular teams in German professional football and even took first place in terms of likeability and brand strength among all Bundesliga clubs in the TU Braunschweig's 2019 football study. Its many top titles make BVB one of the most successful clubs in Europe, ranking second in the eternal Bundesliga table.

Hankook’s marketing strategy relies on a multi-level concept consisting of local, continental and worldwide sponsorship commitments. This way, individual market conditions can be optimally incorporated and customer loyalty and brand visibility can be supported in a targeted manner. For example, in addition to its worldwide commitment to Real Madrid C.F., Hankook has been active as a sponsor of the UEFA Europa League since 2012. At local level, AS Monaco is sponsored alongside Borussia Dortmund.

* Nielsen Sports Football Monitor 2019