South Korea’s Kumho Tyre Renews Spurs Deal

South Korean brand Kumho Tyre has negotiated a long-term extension to its sponsorship deal with EPL club Tottenham Hotspur. 

The deal which began in 2016 will see Kumho continue as Spurs’ official tyre partner and have a prominent presence on the in-stadium LED advertising system at the club’s home ground to grow awareness of the brand.

Kumho will also continue to present the club’s matchday player mascot programme, which was replaced with a digital offering for young fans during the Covid-19 pandemic.

In addition, Tottenham will also support Kumho’s corporate social responsibility programmes by creating player-related content that focuses on tyre safety, as well as other co-created digital campaigns to drive fan engagement.

Following the announcement, Todd Kline, Tottenham’s chief commercial officer, said, “We have built a fantastic relationship with Kumho Tyre over the last five years. We look forward to continuing to help elevate the Kumho Tyre brand and business through our growing global fanbase with a series of exciting collaborations.”

Tony Gang-seung Lee, senior vice president of global marketing at Kumho, added,  “We will use this extended partnership to enhance our brand recognition in global markets including the United Kingdom and aggressively engage in efforts to turn our business into a premium brand.”

The South Korean tyre company also has sponsorship deals with Bundesliga club Bayer 04 Leverkusen and the National Basketball Association (NBA).