Hankook Tire signs three-year title sponsorship with Saudi club Al-Ittihad to grow brand in Middle East.
Hankook Tire & Technology has signed a multi-season title sponsorship agreement with Saudi Pro League champions Al-Ittihad, deepening its investment in sports marketing and regional expansion. The partnership aims to boost Hankook’s visibility and market presence across Saudi Arabia and the wider Middle East, starting with the 2024/2025 football season.
The three-year agreement positions Hankook as the official title sponsor of Al-Ittihad, a club known for its domestic and international success. Al-Ittihad recently secured its 10th league title and has previously won consecutive AFC Champions League titles. The sponsorship aligns Hankook with high-profile players such as Karim Benzema and Moussa Diaby, both pivotal in expanding the brand's global appeal.
Hankook’s branding will be integrated across multiple touchpoints including stadium LED signage, team apparel, and media backdrops. The partnership also includes fan-centric marketing campaigns, such as ticket promotions and digital activations, designed to drive customer engagement and regional sales.
This move builds on Hankook’s existing global sports sponsorship portfolio, which includes partnerships with the UEFA Europa League, German club Borussia Dortmund, and the Ballon d’Or awards. These alliances form a key part of the company’s broader effort to solidify its image as a premium global tyre manufacturer.
In the Middle East, Hankook has accelerated its market activity through the launch of the iON EV tyre line via its Saudi distributor Bin Shihon Group. The iON evo and iON evo SUV, promoted as high-performance solutions for electric vehicles, are part of Hankook’s wider strategy to cater to emerging market demands and reinforce its innovation-led brand message.
Tagged with: Hankook Tire, Al-Ittihad FC, Saudi Pro League, EV tyres, iON evo, sports sponsorship, Middle East market, premium tyres
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