NEXEN TIRE strives to implement marketing strategies for various sports such as baseball, soccer, rugby, motor sports and ice hockey! This time, it’s sponsoring four winter sports competitions. Interested in hearing the news about NEXEN TIRE’s sponsorship for the global branding even amid the cold winter?
NEXEN TIRE is sponsoring the four leading winter sports competitions for the 2016-17 season that began in November 2016. It has been given the right to use the competition titles and logos as the official sponsor of each competition and disseminates the brand through stadium branding, video images in the stadium, and on-site booths.
NEXEN TIRE is officially sponsoring Speed Skating World Cup and Championships, Ski and Snowboard Big Air World Cup, Bobsleigh & Skeleton World Cup and Championships, and Ski Jumping World Cup. With the looming 2018 Winter Olympics in Pyeongchang is almost around the corner, this contributes to expanding the base for winter sports and also stimulates excitement, while also building the brand’s identity and instilling the brand into the minds of the public through a series of enthusiastic communication activities.
In November, the first competition for the FIS Big Air World Cup Milan and ISU World Cup Speed Skating sponsored by NEXEN TIRE was held in Milan, Italy and Harbin, China. NEXEN TIRE set up a booth on site for promotional activities in order to target the participants, and maximized the media exposure effect through the players’ uniforms and installation branding. In addition, it carried out marketing efforts to reinforce the brand’s preferable image, such as holding the hospitality program that invites major clients to watch the game in the VIP Box as well as product exhibitions and social media events.
In addition, the FIS Snowboard Big Air World Cup was held on November 25-26 at the Alpensia Ski Jumping Centre in Pyeongchang. As an official sponsor, NEXEN TIRE aired a TV commercial in association with the relay broadcasting programs of SBS Sports and SPOTV for local publicity, and strived to promote brand awareness and increase sales of winter season products through active marketing such as on-site booths, hospitality program for major clients, and social media events.
Other winter sports competitions officially sponsored by NEXEN TIRE are being hosted in Asia, Europe and North America. The ISU World Cup Speed Skating will be held in Kazakhstan, Netherlands and Germany; the IBSF Bobsleigh World Cup in Canada, US, Switzerland and Russia; FIS Big Air World Cup in Russia and Canada; and FIS Ski Jumping World Cup in Poland and Germany, which will all go on until March 2017.
Further to this, NEXEN TIRE has released a new TV commercial based on the winter sports through Eurosport, the most popular European sports channel including Eurosport 1, Eurosport 2, and Eurosport 2 NEE, since November. The commercial associated the youthful, dynamic image and the characteristics of winter tires with winter sports through projecting lively and exciting imagery, which is capturing the attention of consumers. This will be aired continuously in 54 European countries during the winter sports broadcasting period (until March 2017).
By officially sponsoring various winter sports competitions and airing new TV commercials, NEXEN TIRE is reinforcing the brand’s positive image in all areas of Europe, Asia and North America. We will strive to publicize the dynamic and enterprising image of NEXEN TIRE through various sports marketing endeavors. Wait and see how NEXEN TIRE will draw closer connections that resonate with you! 
