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27th August, 2018
Tyre manufacturer Falken is extending its commitment to top class European football and is partnering with clubs in England, Germany, Spain, Italy, France, The Netherlands and Poland as well as - for the time first time - in Sweden.
The pan-European football communication strategy is seeing a focus on the English, Spanish and German market. Since last season, Falken has been the Official Global Tyre Partner of 18-time English Premier League champions Liverpool FC.
This partnership is seeing the Falken brand with in-stadium presence on LED perimeter boards, dug out branding, the scenic Falken Players’ Bus Entrance at Anfield as well as many other engagement points such as campaigns on social media channels and hospitality packages.
In Germany, the Premium Partnership with FC Ingolstadt will go into its fourth consecutive season. Falken will be highly visible in static and LED boards at the Audi Sportpark, as well as enjoying hospitality packages and joint activations for PR and social media events.
In 2018, FC Schalke 04 will also become a part of the company's sponsorship portfolio, as the brand becomes Official Tyre Partner of the club, with LED perimeter advertising and static panels in the Veltins Arena in Gelsenkirchen. In Spain, the top club and recent UEFA Europa League/UEFA Supercup champions, Atletico Madrid, will be added to strengthen the Falken brand in Spain and around the world.
The Falken pan-European sponsoring strategy focuses on TV relevant LED perimeter and static boards to reach millions of fans in all core European markets, as well as corporate hospitality facilities for regional distributor activations.
"With our range of football commitment, we ensure eye-catching and efficient advertising not only in our relevant target groups, but also in our core markets", Markus Bögner, Managing Director and COO at Falken Tyre Europe GmbH, commented. "The previous seasons have shown that football is still the platform with the most appeal, which is why we will certainly continue to develop this commitment gradually".
Philipp Hasenbein, Managing Director, Lagardère Sports Germany and President of Football Europe at Lagardère Sports, added: "Football is clearly the number one sport across Europe. With its continued pan-European brand communication, Falken is not only reaching millions of eyeballs across Europe following their passion every week; furthermore, it is engaging with fans in a unique way in each of the domestic markets. We are grateful to deliver this comprehensive partnership due to our global network and domestic market know-how".
Overall, Falken is present in the following European clubs:
Germany: Official Tyre Partner of FC Schalke 04, Official Tyre Partner of FC Ingolstadt 04, Bayer 04 Leverkusen, Hamburger SV and TSG 1899 Hoffenheim
Italy: FC Bologna, FC Turi and Lazio Rome
Spain: Real Betis, Seville FC, Espanyol Barcelona, Atlético de Madrid
France: OSC Lille, AS St. Etienne and Girondins Bordeaux
Poland: Legia Warsaw and Wisla Kraków
The Netherlands: FC Utrecht and AZ Alkmaar
Great Britain: Liverpool FC
Sweden: Ostersunds FK
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