Linglong Tire has strengthened its global partnership with Chelsea Football Club by hosting a major fan engagement event in Chongqing, bringing together supporters, partners and media representatives for a meet-and-greet with club legend Gianfranco Zola.
The event, titled "The Famous CFC", marks the second time Linglong Tire has organised such an activation in China since becoming Chelsea's global tyre partner in 2024. Chongqing, a metropolis of 32 million people located approximately 1,500 kilometres west of Shanghai, provided the backdrop for the gathering. The city is considered one of China's most dynamically developing urban centres and has established itself as a key trading hub in the country.
Opening the event, Mr Guo Kuntao, Vice President of Linglong Tire, reflected on the partnership's achievements to date. He emphasised the natural synergy between the two organisations, noting that both Linglong Tire and Chelsea FC share a commitment to innovation and maintain exceptionally high quality standards.
Gianfranco Zola, the former Chelsea forward who became a club icon during his seven-year spell at Stamford Bridge, expressed his pleasure at representing the club. "It is an honour for me to represent Chelsea Football Club at the Linglong Tire event today," he said. "This collaboration reflects Chelsea's commitment to fans worldwide, particularly in strengthening relationships with the passionate fan community in China. Many thanks to Linglong Tire for supporting the club. I hope everyone has a wonderful time in Chongqing."
The event featured numerous interactive elements designed to engage attendees. Fans could take digital photographs with virtual representations of Chelsea players or iconic Stamford Bridge as backdrops, whilst also having the opportunity to secure autographs from Zola himself. Interactive digital football challenges allowed supporters to compete against one another.
Linglong Tire used the occasion to showcase its latest product range, with company representatives explaining the priority placed on safety and quality throughout the tyre development process. The event culminated in a public viewing of Chelsea's Premier League fixture against Brentford, with fans joining together in traditional chants before celebrating the Blues' comfortable 2-0 home victory.
Concluding the event, Mr Guo Kuntao expressed gratitude to supporters: "We take this opportunity to sincerely thank the fans for their love for Chelsea and their trust in Linglong Tire. In the future, we will continue our efforts to strengthen the passion and joy of football through further events."
The Chongqing activation demonstrates Linglong Tire's commitment to leveraging its Chelsea partnership beyond traditional sponsorship. The event not only reinforced the brand's presence in the Chinese market but also created meaningful connections with football fans and potential customers.
Looking forward, Linglong Tire has indicated plans to expand this initiative, with similar events scheduled for additional Chinese cities. This strategy forms part of the company's broader sports marketing approach and its stated ambition to contribute actively to the development of football culture throughout China.
Tagged with: Linglong Tire, Chelsea FC, fan engagement, China market, sports sponsorship, tyre branding, city-level visibility, digital perimeter, Stamford Bridge, B2B hospitality
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