• Hankook Tire has entered a three-year sponsorship agreement with Al-Ittihad, a Saudi Pro League football club, effective from the 2024/2025 season.
• This partnership aims to boost sports marketing through association with renowned players like Karim Benzema and Moussa Diaby.
• The agreement includes initiatives to enhance fan engagement by increasing brand visibility via stadium signage, team apparel, and ticket promotions.

SEOUL, South Korea, May 22, 2025 — Hankook Tire & Technology (Hankook Tire), a leading global tire manufacturer, has finalized a sponsorship deal with Saudi Arabian football club Al-Ittihad, becoming their official sponsor for three seasons, starting in 2024/2025.

Established in 1927, Al-Ittihad is a prominent football club in Saudi Arabia. They recently won their 10th Saudi Pro League title with two games to spare in the 2024/2025 season. Al-Ittihad has also made a mark internationally by winning consecutive AFC Champions League titles.

Through this sponsorship, Hankook Tire intends to enhance its global sports marketing efforts by forming a strategic partnership with Al-Ittihad. By capitalizing on the club’s popularity, which is boosted by world-class players like Karim Benzema and Moussa Diaby, the company aims to solidify its position as a leading premium brand in the global market.

Throughout the sponsorship, the Hankook logo will be prominently displayed on stadium LED boards, media backdrops, and official team apparel. Hankook Tire also plans to implement marketing campaigns, such as online and offline ticket giveaways, to raise brand awareness and drive sales in the Middle East, particularly in Saudi Arabia.

Building on its growth in the Middle East, Hankook Tire is expanding its presence as a global premium brand, especially in emerging markets like Saudi Arabia. In August 2023, the company collaborated with its Saudi distributor, Bin Shihon Group, to launch its iON product line, which is the first full range of tires designed for electric vehicles. With the launch of its high-performance models, iON evo and iON evo SUV, Hankook has gained recognition for its technological advancements and is strengthening its position in the region’s EV tire market.

Hankook Tire is dedicated to strengthening its global brand presence and enhancing its premium brand image among sports enthusiasts through various high-profile sponsorships. The company is an official partner of renowned international football events, including the UEFA Europa League, UEFA Europa Conference League, German football club Borussia Dortmund, and the Ballon d’Or awards.

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