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Hankook Tire, Title Sponsor of Korea-Germany Friendly
"Hankook Tire Invitational - Enjoy Driving Match Friendly of Korea-Germany National Teams."
Hankook Tire (www.hankooktire.com, CEO and President Cho Choong-hwan) revealed it was the title sponsor for a game between the national teams of Korea and Germany on December 19th, at the Busan Asiad Main Stadium. The formal title of the game was 'Hankook Tire Invitational-Enjoy Driving Match Friendly Of Korea-Germany National Teams.' Aside from the main title for the competition, Hankook Tire logos were shown on stadium fenoes, the official emblem, an placards for a total lock program. As the main official sponsor for the friendly, Hankook Tire set up a PR booth at the stadium entrance, attracting visitors with special events such as exhibits of its race and show cars, photo-ops with racing girls and free giveaways of dootballs and T-shirts.
The match, part of an Asian tour (including Japan) for the German team, saw the return to Korean soil by Germany's leading footballers and stars of the 2002 World Cup; Miraslov Klose, Michael Ballack and Oliver Kahn. The new generation of Korean players had a valuable chance to play against a football powerhouse ahead of the finalpreliminaries for the 2006 World Cup.
The game was broadcast live by Korea's SBS, Gemany's largest TV station, the state-run ARD, Japan's Fuji TV and telecast by major stations around the world. Through out the game, Hankook Tire reaped over 5 milion dollars' worth of advertising results through the live broadcast in Korea, Germany and major global markets.
In particular, with the live airing in Germany, Hankook Tire managed to significantly raise its brand awareness in its target markets of Gemany and Europe.
A Hankook Tire source said, "With the naming of Hankook Tire as the title sponsor of a national team friendly in football, the most popular sports in Korea, our company logo was exposed through TV broadcasts and this played a big part in elevating our brand awareness in Korea and abroad. Although there were PR effects through sports, we are also actively investing in sports marketing as a way of giving back company profits to society."
Aside from football, Hankook Tire is also conducting sports marketing campaigns in major local and overseas sports such as motor sports, baseball, basketball, and golf. Through such activities, the tire market is raising its overseas brand image. In motor sports, the paramount sports marketing tool in the tire industry, Hankook Tire is the official tire supplier to F-3 championships in Germany and Italy and the SCAA, one of the largest racing events in North America. Such affiliations have resulted in annual sales of over 2 milion dollars as well as an improved overseas brand awareness.
Along with motor sports marketing, the company is conducting a 4,5 milion dollar annual fence advertising campaign for the most popular sports events in the world, Major League, NBA, and NHL. Hankook Tire is also sponsoring LPGA pro-golfer Lee Jung-yeon as part of its sports marketing strategy.
Meanwhile Hankook Tire invited 500 VIP guests and best customers of it distribution stores to the football match. To commemorate its naming as the title sponsor, Hankook also had an online promotion event where those who clicked onto its homepage and correctly guessed the official name of the match had a shot at winning one of ten sets of two tickets to see the game in person