February 5 – Serie A champions Juventus have continued their marketing push in China with the addition of Shandong-based Linglong Tire as the Italian club’s Official Global Tire Partner.
Linglong Tire become the club’s third sponsor from China, joining Ganten Water and Asia-facing online gaming operator F66.com. Juventus also have a regional sponsorship from Costa Crociere’s Asian operations.
No value was announced for the deal, nor term though it is likely to run through to 2020 as per the club’s other recently signed Chinese sponsorships.
Linglong Tire will receive brand exposure in Juventus’ stadium as well as co-branded activations like complimentary tickets access, mascot selection and interaction with first-team players.
Giorgio Ricci, Juventus Co-Chief Revenue Officer and Head of Global Partnerships and Corporate Revenues, said: “We are proud to welcome Linglong Tire, a leading tire manufacturer, to our Juventus Partnership family. This agreement represents another essential step in Juventus’ strategy to grow in this key market and beyond.”
For Linglong the deal will spearhead a global marketing activation.
Linglong Tire Chairman Wang Feng. “With this agreement, Linglong strengthens its dominant position in the tire business offering us the opportunity to reach over 300 million Bianconeri fans. We will work together to develop activations dedicated to the numerous fans and consumers present in Asia and the rest of the world while working to improve Linglong’s influence on a global level.”
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