Goal extends beyond soccer, says Kumho
Kumho Tire U.S.A. Inc., hoping to capitalize on the momentum of the 2010 World Cup soccer tournament -- and America’s growing interest in soccer -- sponsored the recently completed Manchester United Tour 2010. Will the sponsorship pay off in added sales?
“This sponsorship has generated tremendous excitement for our dealers, our loyal customers, our new fans and also our employees," says Rick Brennan, Kumho's vice president of marketing. "I’m confident that this excitement will lead to increased visibility for Kumho and increased sales for our dealers.
“We plan to increase our efforts in sports marketing programs in the coming months and engage passionate fans at their events," he says. "We will leverage the passion and enthusiasm that sports fans have for their teams to increase Kumho’s brand awareness and brand relevance."
The tour began in Toronto, Canada, on July 16. Kumho executives and select dealers were on hand to witness Manchester United's 3-1 win over Scotland’s Celtic FC. Additional stops in Philadelphia and Kansas City followed.
The last stop was in Houston, where Manchester United beat the Major League Soccer All-Stars 5-2 in the league’s annual All-Star game, which was televised live on ESPN.
Kumho received plenty of exposure for sponsoring Manchester United, arguably the most valuable sports franchise in the world. It included:
* pre-game interactive fan zone areas in which Kumho representatives demonstrated Kumho’s complete product line;
* in-stadium jumbotron ads and field LED ribbon ads.
Local Kumho dealers at each venue received VIP treatment, complete with pre-game hospitality and VIP seating.
Kumho's parent company, Kumho Tire Corp., has been a platinum sponsor of Manchester United since 2007. Its goal was to leverage the soccer club’s brand to increase awareness of the Kumho tire brand in Europe and throughout the world. "The enthusiasm and passion that fans have for Manchester United is something Kumho Tire Corp. hopes to cultivate with the Kumho brand," said the company.
Former tours were held in Asian countries such as China and Korea, "proof of a great partnership as both brands continue to grow globally."
For more information about Kumho Tire U.S.A. and its products, visit www.kumhotireusa.com.