Nexen Tire, a leading global tyre manufacturer, has announced a strategic global marketing partnership with Sydney FC, Australia’s most successful football club. Nexen Tire aims to expand its marketing reach beyond Europe and the United States, enhancing brand recognition in the global market.
Sydney FC, founded in 2004, are the top football club in Australia’s A-League, having won the most Championships and Premierships in both the Australian Men’s and Women’s competitions.
The men’s team has won the A-League Championship five times since its inception and is the most successful team in Australian football history. The women’s team has also won the Championship five times and is the current Champion as well as the third best team in Australasia over the past five years.
They are unrivalled in Australian Women’s football history and were recently awarded the Key to the City Of Sydney by the Lord Mayor of Sydney.
By sponsoring both the men’s and women’s teams, Nexen Tire aims to maximise exposure and enhance brand value. The company plans to leverage Sydney FC’s digital platforms to engage fans via social media, newsletters, and targeted advertisements. At home games, Nexen Tire will exhibit its brand logo on LED display boards including advertisements around the goalposts during broadcasts, resulting in a stronger partnership impact.
Australia is a strategically significant market for Nexen Tire given its high vehicle ownership rates. The company established a subsidiary in Australia in 2022, enabling a more focused market approach. To better serve local demand, Nexen Tire operates warehouses in key regions and continues to expand sales.
This partnership with Sydney FC is a key component of its strategy to strengthen market presence in Australia, particularly targeting the demand for high-inch tyres such as those used in pickup trucks and SUVs.
Nexen Tire raises brand exposure in the global market through various sports marketing initiatives. The company partners with football clubs, including Manchester City FC in the English Premier League and FC Bayern in the German Bundesliga, as well as baseball teams like the San Diego Padres in the United States. This partnership strategy extends marketing efforts beyond Europe and North America, with additional collaborations such as Al Nasr SC in Dubai, UAE. These partnerships, which have helped drive annual growth over the past years, culminated in a record-breaking annual revenue of KRW 2.7 trillion in 2023.
“We see this partnership with Sydney FC as a crucial step in solidifying Nexen Tire’s presence in the Australian market,” said Travis Kang, Global CEO of Nexen Tire. “We will continue our efforts to enhance global brand awareness through diverse marketing activities around the world.”
Source: Tyretradenews
