• Kumho Tire will officially sponsor the prestigious football club in the Bundesliga until the 2020-2021 season.
  • Players will wear a shirt featuring Kumho’s logo on its sleeve.
  • The tire maker’s exposure in the popular football league is expected to enhance the company’s brand recognition and presence in global markets.


Kumho Tire (CEO: Jeon Dae-jin) announced today that it has reached a two-year sponsorship deal with the prestigious football club Bayer 04 Leverkusen of the German Bundesliga, a contract that gives the company the right to serve as official global tire partner until the 2020-2021 season.

The signing ceremony was held at BayArena, the club’s home stadium in Nordrhein-Westfalen, Germany, and was attended by CEO of Kumho Tire Jeon Dae-jin and sporting director Rudolf Rudi Voller of Bayer 04 Leverkusen, along with other officials from both sides.

As an official partner of Leverkusen, Kumho can display its brand on the sleeves of players’ shirts, in LED advertisements during matches held in the club’s home stadium, in match brochures, and on the club’s website. Since the partnership deal allows for a variety of promotions such as a hospitality program that invites customers to the stadium, Kumho will conduct brand marketing activities targeted at potential customers and strive to increase its brand awareness in Germany, a leader in the global automobile market.

Started in 1904, Bayer 04 Leverkusen boasts a long history and tradition. The club is a five-time runner-up of the Bundesliga and won the UEFA Cup in the 1987-1988 season. The club is familiar to Korean fans since two Korean footballers have played for the team: Cha Bum-kun, one of the best attackers of his time who was nicknamed “Brown Jet Fighter,” and Son Heung-min, now a

Tottenham Hotspur player who is in the spotlight of the English Premier League (EPL).

“Kumho has been a world-renowned tire maker for years,” says Fernando Carro, CEO of Leverkusen. “Its focus on the global market and its aggressive business activities demonstrate that the company is as ambitious as Bayer Leverkusen. I expect this deal to bolster both of us in our journey toward continued success.”

“We are very pleased to partner with this world-famous football club in addition to Tottenham,” says Jeon Dae-jin, CEO of Kumho Tire. “We are committed to serving our customers and Leverkusen fans through this partnership, and we expect it to help us enhance our brand recognition and shore up our position as a global tire maker.”

Kumho has been an official global partner of the prestigious Tottenham Hotspur Football Club of the EPL since 2016, and as part of its active marketing campaigns in the United States, one of the world’s largest tire markets, it is also an official sponsor of the NBA League. The company plans to use these sponsorships to solidify its brand reputation in Europe and the United States and develop ways to help global consumers appreciate the brand value of Kumho Tire.



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