Nexen Tire Co. Ltd. is sponsoring the 2017 International Champions Cup (ICC) presented by Heineken in the U.S.

The ICC began July 19 and continues through July 30 in cities all across the U.S.

“As the U.S. is a critical market for Nexen Tire, we strategically decided to officially sponsor the 2017 ICC USA to establish a stronger position in the American market,” says CEO and President of Nexen Tire America James Kwon. “Nexen Tire has been growing rapidly in the global market in the past few years, and our aim is to have our brand awareness and market share in the U.S. grow as well.”

Nexen also is the official partner of the ICC, where many of the major European football club matches take place. Nexen logos will be visible on LED advertisement boards installed in stadiums globally, and the pre-match player lineup will take place in front of a Nexen logo for the three matches involving the Manchester City Football Club. Nexen is also an official tour partner of the club.

Nexen says the marketing effect of its sponsorship is expected to double, as it is both the official tire partner of the Manchester Club, and the sponsor of the ICC, which the club will participate in. Manchester players will wear shirts with Nexen-logoed sleeves.

Nexen also will host events for fans during Manchester’s three matches.

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