NEXEN TIRE and Manchester City A Long-standing Partnership, A Resounding Success in Sports Marketing
– Expanding Global Presence Through Bold Sports Marketing Investments
– Driving Growth and Brand Recognition with a Decade-Long Partnership
SEOUL, South Korea, Oct. 28, 2024 – NEXEN TIRE, a leading global tire manufacturer, celebrates the continued success of its nearly decade-long partnership with Manchester City Football Club (Manchester City). The collaboration has not only yielded excellent results for both the company and the football club but also serves as a benchmark for sports marketing success. Over the past ten years, NEXEN TIRE has grown into a global brand with annual sales of 2.7 trillion KRW (approx. USD 2 billion), while Manchester City has made football history with a record-breaking four consecutive Premier League titles, amongst other accolades.
Accelerating Strategic Investment in the European Market
NEXEN TIRE first entered into a partnership with Manchester City in 2015. Since then, fans across Europe and around the world have seen the NEXEN TIRE brand on digital boards at Manchester City’s home, the Etihad Stadium. The partnership has enabled NEXEN TIRE to leverage the club’s image and sponsorship rights, engaging in various marketing activities to enhance global visibility.
At the time, NEXEN TIRE’s brand awareness in Europe was relatively low, making the partnership with Manchester City a bold investment. With Manchester City’s global fan base, this partnership offered NEXEN TIRE an unparalleled opportunity to boost its presence in the global market.
NEXEN TIRE and Manchester City share a common trait: they are both fast-growing entities in their respective fields. This mutual ambition has strategically strengthened the partnership, with Travis Kang, Global CEO of NEXEN TIRE, describing it as a “key investment in targeting the European market” during an interview at the beginning of the partnership.
Tailored Sports Marketing to Enhance Global Brand Awareness
NEXEN TIRE’s successful foray into sports marketing began in Korea in 2010, when it became the official sponsor of the professional baseball team, “NEXEN Heroes”. Seeing the synergy between its dynamic brand image and the vibrancy of sports, the company actively expanded its sports marketing strategy.
NEXEN TIRE continues to engage in differentiated marketing through sports sponsorships tailored to specific regional characteristics. In Europe, NEXEN TIRE has extended its partnerships beyond Manchester City to include clubs such as Juventus in Italy’s Serie A and SK Slavia Prague in the Czech league. NEXEN TIRE has partnered with Major League Baseball’s San Diego Padres in North America, as well as UAE football team Al Nasr and Lithuanian basketball team Žalgiris.
Efficient Sports Marketing with High Impact
The partnership between NEXEN TIRE and Manchester City has been renewed four times, increasing brand visibility and marketing effectiveness. In 2017, NEXEN TIRE became the Premier League’s first-ever official sleeve partner, expanding its sponsorship reach. By having the NEXEN TIRE logo on the left sleeve of Manchester City’s jerseys and on LED advertising boards at the stadium, the brand has achieved maximum global exposure.
NEXEN TIRE has also leveraged its partnerships for various marketing activities, reaching out to not only football fans but also buyers and customers worldwide. The company regularly invites global business partners to fixtures, offering them unique experiences. In 2023, NEXEN TIRE hosted its ‘Purple Summit’ global dealer conference in Manchester, featuring a range of activities including conference sessions, match viewing, and a Manchester City stadium tour.
NEXEN TIRE has worked with Manchester City to extend its reach to global customers, activating as part of the club’s Asia tour last year, which included popular YouTube content and football academy programs. Last July, NEXEN TIRE also supported Manchester City’s USA tour, further promoting the brand to North American football fans.
A Partnership for Growth
Since partnering with Manchester City, NEXEN TIRE has achieved significant milestones. In 2014, prior to the partnership, NEXEN TIRE’s European sales stood at 333.2 billion KRW. By 2023, this figure had tripled, surpassing 1 trillion KRW. European sales increased from 18.9% to 37.2% of total sales at NEXEN TIRE. Despite challenging market conditions, NEXEN TIRE’s active investments—including the establishment of a European manufacturing plant in the Czech Republic—have created synergy with its sports marketing efforts, including its collaboration with Manchester City.
Manchester City has also flourished, with the men’s first team winning four consecutive Premier League titles from the 2020/21 season to the 2023/24 season, in addition to a historic Treble winning 2022/23 season cementing its status as one of Europe’s top football clubs. NEXEN TIRE has celebrated Manchester City’s victories by hosting promotions and giveaways for customers to commemorate these historic achievements.
NEXEN Tire plans to grow its brand value by collaborating with global partners, including
Manchester City, to become a top 10 global tire manufacturer. In particular, NEXEN TIRE aims to build a sustainable partnership system by sharing philosophies of the company and clubs.
“Our partnership with Manchester City has been instrumental in raising global awareness of the NEXEN TIRE brand,” said Travis Kang, Global CEO of NEXEN TIRE. “We look forward to continuing this strategic partnership and exploring new marketing programs together.”
