Kumho Marketing Will Target Soccer Fans

Nov. 26, 2018

Kumho Tire Co. Inc. has extended its partnership with a soccer club in the English Premier League as part of its goal to influence the sport's growing global audience.

Kumho will sponsor the Tottenham Hotspur soccer club for another three years, extending the agreement which began in 2016. The company says a Nielsen study in 2018 showed more than 40% of the population in major population centers around the world say they are interested or very interested in the sport. Even though the U.S. lags behind othe countries in its interest, globally the sport's popularity is rising, the company says.

The connection to Tottenham comes as one of South Korea's best players, Son Heung-Min, has extended his contract with the club through 2023. Kumho says it will use his connection to the team and sport as a way to strengthen its brand awareness. Kumho will use co-created digital campaigns and in-stadium advertising.

“We are thrilled to be extending our association with such a prestigious club such as Tottenham Hotspur," says Ju Kyungtai, president of Kumho Tire Europe GmbH. "This partnership has already been extremely successful and we very much look forward to continuing to work on engaging with our customers and the Club’s fans around the world, which will enable us to enhance our brand recognition and our position as a global tire maker.”

Daniel Levy, chairman of Tottenham Hotspur, says: “Extending our partnership with Kumho Tire reinforces the success of the relationship we have had over the past two years. It is exciting to continue this collaboration that will see us support the growth of the Kumho business and brand through our growing digital channels both here in the UK and in key international markets.”

As part of the renewed partnership, Kumho Tire will continue to present the Club’s well-established match day player mascot program. Tottenham Hotspur will also support Kumho Tire’s Corporate Social Responsibility programs by driving awareness of tire safety.

For information on Kumho's U.S. business, visit www.KumhoTireUSA.com.