September 8 – Manchester United have upgraded regional partner Apollo Tyres into their ‘Global Tyre Partner’ in a new three-year deal.
Apollo have just completed three-years of a regional deal that started with India and the UK, and was later extended to cover 100 countries in the Middle East, South East Asia and Africa.
Previous marketing activations by Apollo included the creation of two ‘Go The Distance’ football pitches – made of recycled rubber – in India and the United Kingdom, and a week-long football camp held in India in conjunction with Manchester United Soccer Schools.
Other activity included the ‘Apollo Challenges’ and ‘No Shortcuts’ digital engagement campaigns, special edition Apollo and Manchester United dual branded tyres; and ad campaign ‘There are no shortcuts’.
Marco Paracciani, Chief Marketing Officer, Apollo Tyres Ltd said, “The three-year association with Manchester United has supported our business expansion plans especially in India, Middle East, South East Asia and Africa. Our various campaigns have helped in connecting with the young people, increasing awareness of the brand Apollo and customer acquisitions in these regions. We believe that the global partnership will further help us position our brand and the products in the minds of the consumers across geographies, in addition to being visible to the 659 million fans of the club.”
Apollo Tyres is the leading tyre brand in India and the company has manufacturing units in India and The Netherlands. It is setting up a new manufacturing facility in Hungary, with a planned investment of €475 million.
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