Munich, Germany – Goodyear has joined the list of companies allying themselves with world football powers as part of their promotional efforts.
Starting 1 Jan, Goodyear will be a “platinum partner” of FC Bayern Munich, a five-time European league champion and 25-time German league champion. The deal provides Goodyear with perimeter field advertising at all Bundesliga home games and a range of other advertising rights.
Financial terms of the multi-year deal were not disclosed. Goodyear replaces Continental AGas the team’s official tire partner.
Jürgen Titz, Goodyear’s managing director responsible for Germany, Austria and Switzerland, called Bayern Munich “an ideal partner for further raising the profile of our premium brand….”
Going forward, he said, “this partnership will play a key role in Goodyear’s brand strategy with integrated marketing and sales communications tailored to our consumers and customers.”
Akron-based Goodyear expects the partnership to have global impact as well, according to Darren Wells, president of Goodyear’s Europe, Middle East, and Africa business unit.
“Bayern Munich and Goodyear both have a strong international focus,” he said. “The games are broadcast across the world, and the team has more than 400 million fans on all continents. Both of us have highly positive reputations that transcend borders.”
Beyond the obvious promotional efforts, Goodyear has arranged for the team’s buses and some team players’ cars to be equipped with Goodyear tires.
Goodyear’s deal is the latest of several deals of recent vintage. Others include:
- Nexen Tire Corp., official partner and official tire of the Manchester City Football Club of the English Premier League.
- Yokohama Rubber Co. Ltd, jersey sponsor of the Chelsea Football Club, the defending English Premier League champion team, for the next five years.
- Toyo Tire & Rubber Co. Ltd, premium sponsor of the AC Milan football team of Italy’s Serie A league that includes a dedicated Toyo-AC Milan Tumbler page.
- Apollo Tyres Ltd, official tire partner of Manchester United Football Club in the United Kingdom and India through 2016.