Hankook signs global partnership with Real Madrid

Hankook has signed a three-season global partnership contract with Real Madrid. The deal, which began in July 2016, was marked by a contract signing at the globally famous team’s Santiago Bernabéu stadium, where Hankook’s advertising has been visible on perimeter hoardings in 2016/17 season home games. Hankook Tire worldwide president and CEO Hyun Shick Cho and Real Madrid CF president Florentino Pérez were joined by members of the first team squad for the occasion. The Korean manufacturer said the partnership adds 450 million Real Madrid fans from different global markets, allowing Hankook to strengthen its engagement and reach out to consumers around the world.

Hankook states that the agreement “signifies the shared spirit of winning innovation in premium brand equity, manifested in both Real Madrid’s dominating global football success and Hankook Tire’s proven technological excellence and premium products.” The company added that “both parties promote forward looking investments, innovative strategies and consistent efforts for customers and fans. Hankook will aim to increase brand recognition and expand its global footprint as a result of Real Madrid’s worldwide popularity. Hankook and Real also stressed their “shared philosophy” in partnership, characterising this as “winning through innovation”.

“Today, with the signage of our strategic partnership Hankook and Real Madrid take another stepping stone to enhance our reputation as premium brands” said Hyun Shick Cho. He added that “as one of the world’s best football clubs and one of the global top tire tyre producers we are both empowered to reach out to the global community with our shared culture of winning innovation in respective fields”.

The sponsorship agreement between Real Madrid and Hankook will not be limited to the team’s home matches of the Primera División, but also includes Real Madrid’s Copa del Rey matches and international home and away matches. Hankook said it intends to actively communicate its brand philosophy and innovative products and services through a number of promotions including diverse marketing events with the club’s players.

Hankook is already engaged as an official/premium partner and sponsor in various major international sports and motorsports activities. In football it has deals with the UEFA Europa League and one of Germany’s most popular and best teams BV Borussia Dortmund. Other sporting sponsorships include Northampton Rugby Football Club and French Rugby League side Lyon Olympique Universitaire Équipe Pro.

In motorsport Hankook is the tyre supplier to DTM (Deutsche Tourenwagen Masters, racing series with Audi, BMW and Mercedes-Benz) and the FIA Formula 3 European Championship, among others.