Nexen Tire America, Inc., a worldwide leader in high-performance, passenger, SUV/light truck and winter tyre technology, celebrates the continued success of its nearly decade-long partnership with Manchester City Football Club (Manchester City). The collaboration has not only yielded excellent results for both the company and the football club but also serves as a benchmark for sports marketing success. Over the past ten years, Nexen Tire has grown into a global brand with annual sales of 2.7 trillion KRW (approx. 2 billion USD), while Manchester City has made football history with a record-breaking four consecutive Premier League titles, amongst other accolades.
Nexen Tire first entered a partnership with Manchester City in 2015. Since then, fans across Europe and around the world have seen the Nexen Tire brand on digital boards at Manchester City’s home, the Etihad Stadium. The partnership has enabled Nexen Tire to leverage the club’s image and sponsorship rights, engaging in various marketing activities to enhance global visibility.
At the time, Nexen Tire’s brand awareness in Europe was relatively low, making the partnership with Manchester City a bold investment. With Manchester City’s global fan base, this partnership offered Nexen Tire an unparalleled opportunity to boost its presence in the global market.
Nexen Tire and Manchester City share a common trait: they are both fast-growing entities in their respective fields. This mutual ambition has strategically strengthened the partnership, with Travis Kang, Global CEO of Nexen Tire, describing it as a “key investment in targeting the European market” during an interview at the beginning of the partnership.
Nexen Tire’s successful foray into sports marketing began in Korea in 2010, when it became the official sponsor of the professional baseball team, “NEXEN Heroes.” Seeing the synergy between its dynamic brand image and the vibrancy of sports, the company actively expanded its sports marketing strategy.
Nexen Tire continues to engage in differentiated marketing through sports sponsorships tailored to specific regional characteristics. In Europe, Nexen Tire has extended its partnerships beyond Manchester City to include clubs such as Juventus in Italy’s Serie A and SK Slavia Prague in the Czech league. Nexen Tire has partnered with Major League Baseball’s San Diego Padres in North America, as well as UAE football team Al Nasr and Lithuanian basketball team Žalgiris.
The partnership between Nexen Tire and Manchester City has been renewed four times, increasing brand visibility and marketing effectiveness.
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