Hankook Hosts Dealers for Formula E, TGL Crossover Experience

Hankook Tire hosted its dealer network for a crossover event, highlighting its sports partnerships with Tomorrow's Golf League (TGL) presented by SoFi, as its founding and official partner, and ABB FIA Formula E World Championship, as its exclusive tire partner.

“Hankook’s dealer network is at the core of our growth, and experiences like this bring our valued partners closer to the brand, our technology, and our vision for the future,” said Aaron Hong, vice president of marketing, Hankook Tire America Corp. “By connecting the TGL and Formula E in a single premium experience, we’re reinforcing what Hankook stands for: innovation, performance, and forward-looking mobility.”

Dealers experienced a premium race weekend at the 2026 Miami E-Prix, with elevated trackside views, pit lane walks, paddock access and close-up interaction with teams and drivers. They also visited Hankook Fan Village to engage with the iON Race road tire lineup through interactive experiences that highlighted Hankook’s EV tire technology.

Hankook also treated its dealer network to behind-the-scenes access to TGL presented by SoFi at SoFi Center in Palm Beach Gardens, Fla., where dealers received a private arena tour and interactive golf experiences. Dealers also attended the TGL match between Atlanta Drive GC and Jupiter Links Golf Club.

The event was attended by several Hankook Tire North America Corp. leaders and affiliates, including Co-CEO Sanghoon Lee, President Rob Williams, Vice President of Marketing Aaron Hong, Vice President of U.S. Passenger Car and Light Truck Sales KC Jensen, Vice President of U.S. Truck and Bus Radial Sales Mark Roe, Department Director of Brand LAB Eugene Kim and Director of Marketing Strategy Team Sean Kim.