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Linglong Bags Another Major European Football Deal
After bagging a deal with Chelsea FC, leading Chinese tyre maker Linglong Tire has struck its latest deal with European football giants Real Madrid CF.
The partnership is banking on the global reach of both brands to create new growth opportunities and boost their respective market positions, by combining the worlds of sport and commerce.
It will see them teaming up on various initiatives, including marketing campaigns, events, community outreach programs and fan experiences.
Following the deal, Linglong Tire CEO Wang Feng stated, “We feel hugely honoured to establish this strategic alliance with a top-level club like Real Madrid. We trust that our joint efforts will lead to even greater success and the ability to offer surprises to consumers around the world.”
According to ASN data, Linglong Tire has invested US$2.5m+, a mere 1.6% share in the Asian sponsorship market since Q122 despite its status as Top 10 tyre maker worldwide. With a quarterly average investment of almost US$209k during this period, the tyre maker has been focusing on European club football deals after drifting away from the China Volleyball League and Japan’s D1 Street Legal Series in January 2022 and 2023 respectively.
