Top-level football has become a sponsorship favourite for tyre makers, with Nexen’s partnership with Manchester City and Yokohama’s sponsorship of the Chelsea home shirt just two of the agreements announced in the second half of 2015, But the Goodyear name has been absent from such dealings for quite a while.
This is now set to change following yesterday’s signing of a platinum sponsorship partnership with high-profile German club FC Bayern Munich. The multi-year agreement kicks off on 1 January 2016 and includes perimeter advertising at all Bundesliga home games and a range of other advertising rights.
“Bayern Munich is an ideal partner for further raising the profile of our premium brand, and going forward, this partnership will play a key role in Goodyear’s brand strategy with integrated marketing and sales communications tailored to our consumers and customers,” states Jürgen Titz, Goodyear’s managing director responsible for Germany, Austria and Switzerland.
Goodyear says it entered into the partnership with its global market in mind. “Bayern Munich and Goodyear both have a strong international focus,” comments Darren Wells, president of The Goodyear Tire & Rubber Company’s Europe, Middle East, and Africa business unit. “The games are broadcast across the world, and the team has more than 400 million fans on all continents. Both of us have highly positive reputations that transcend borders.” Wells adds: “Both brands share a long and successful heritage, a passion for winning, and a commitment to innovation.”
Karl-Heinz Rummenigge, chairman of the football club’s Executive Board, opines that “you can’t wish for a better partner than Goodyear,” and also shares that Bayern Munich is “very pleased to team up Goodyear, a leading international company. Goodyear is a premium tyre manufacturer committed to the highest quality, and we are very pleased that they are joining the Bayern Munich family.”