Fortune Tire Brand Expands Marketing With AHL

Prinx Chengshan Tire North America Inc.'s Fortune brand will sponsor the American Hockey League's (AHL's) "Expect More" Player of the Month award for the 2025-2026 season.

The brand already serves as the Official Tire of the AHL. This award will recognize the top players in the league each month, and at season's end, the program will honor the "Expect More" Player of the Year.

As part of the award sponsorship, Fortune will give $500 to the monthly player's charity of choice, and $2,500 to the Player of the Year's charity.

The awards are part of a larger, multi-year sponsorship by Fortune Tires of the AHL, which began in February 2025. The brand also sponsors the official standings page on TheAHL.com, promotional nights in select cities, fan sweepstakes and a presence at the 2026 All-Star Classic, which will be held in Rockford, Ill.

“The American Hockey League is proud to recognize our players’ excellence on the ice while also helping make a meaningful difference in their communities,” said Chris Nikolis, AHL executive vice president of business development. “Through Fortune Tires’ support, these awards celebrate performance and give back to causes that matter to our players and their communities.”

“At Fortune Tires, performance matters — on the road, on the ice, and in the community,” said Samuel Felberbaum, president of Fortune Tires. “Just as AHL players push themselves to excel, our tires are designed to deliver top-tier safety, handling and reliability. We’re honored to support players and their charitable causes, because that’s what it means to expect more — both in performance and in giving back.”