Hankook Seals Title Sponsorship Of 2027 FIA WRC IN USA

South Korean tyre giants Hankook has cemented its association with the FIA World Rally Championship (WRC)  after clinching the title sponsorship of the championship’s much anticipated 2027 United States leg.  

The landmark deal marks the South Korean tyre maker’s debut title sponsorship of an individual WRC event, adding a significant commercial dimension to its existing technical partnership with the championship.

The collaboration gives Hankook prominent branding across the rally’s competitive stages, WRC Arena, fan zones and podium presentations. The financial terms and length of the partnership have yet to be disclosed.

Slated for August 25 to 29, 2027, the rally will feature gravel stages across Tennessee and Kentucky, with Knoxville serving as the event headquarters and Nashville hosting the ceremonial start. The event signals the WRC’s long-awaited return to the United States since the 1988 Olympus Rally, ending a 39-year absence from the country.

The title sponsorship builds on Hankook’s existing role as the championship’s exclusive tyre supplier across all classes since the 2025 season. By adding event naming rights to its technical involvement, the tyre maker will gain a wider platform to showcase its motorsport credentials while engaging with fans, customers and commercial partners in the North American market.

To Hankook, the deal brings boosts motorsport visibility, product positioning and regional business interests. Meanwhile, the WRC, the adds an established automotive brand to the commercial portfolio of a landmark event as the championship seeks to cement its presence in one of the world’s largest automotive markets.

According to ASN data, Hankook has spent a mere US$708k in the Asian sponsorship market since Q124, with a quarterly average investment of US$59k during this period. However, spends have plummeted to zero since Q125, and this is a timely boost to get its spends up.