July 18 – Liverpool, in Hong Kong on the first leg of their pre-season tour, have announced Japanese firm Falken Tyres as a new global sponsor.
Falken will be designated the club’s Official Tyre Sponsor in a deal that starts with the 2017//18 season and is described as “multi-year”. No value has been put on the sponsorship. Falken take over from Maxxis who had been the club’s tyre sponsor for eight years but whose contract ended with the 2016/17 season.
Falken will activate its sponsorship via exclusive content as well as pitchside LED and stadium branding, support across digital and social channels and access to players.
Satoru Yamamoto, director and senior executive officer of Sumitomo Rubber Industries, said: “We’re delighted to partner with a football club as prestigious as Liverpool FC.
“We both believe in an exciting future and we look forward to working together to reward and recognise our customers, as well as connecting with more fans across the world.
“We’re also pleased to reaffirm our commitment to supporting football, as we have done before, whilst building on our global strategy.”
The Japanese tyre brand is owned by Sumitomo Rubber Indiustries and was launched in Japan in 1983. Now it is looking to accelerate its international growth.
Markus Bögner, chief operating officer of Falken Tyre Europe, said: “We look forward to working together to reward and recognise our customers, as well as connecting with more fans across all channels, including our trade and retail partners. This partnership marks another milestone of our integrated football strategy. At the core, it is built around the combination of in-stadium branding, quality time and experiences for dealers and simultaneously covering the football TV broadcast for Falken advertising in our key markets throughout Europe.”
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