Hankook and Borussia Dortmund renew cooperation

Hankook has been the official partner of Borussia Dortmund since 2009. The tire manufacturer is now renewing its partnership with FC and moving into its twelfth season as the club's “champion partner”. Just last year, successful sponsorship celebrated its 10th anniversary. Football fans, inspired by the start of the new season of the football league for German clubs, will witness the presence of the Hankook brand at this season's most popular Bundesliga club. The exclusive tire partner of the eight-time German champions will once again offer exciting advertising campaigns and competitions to millions of fans.

“At this wonderful moment, we look back on 11 years of working with Hankook. The contract renewal reflects the success and relationship of trust in our partnership with high quality tire manufacturer Hankook. Like us, Hankook stands for sportiness, reliability, emotion and success, which is why this brand is perfect for us, ”says Carsten Kramer, Managing Director of Borussia Dortmund.

“The long-term sponsorship partnership with Borussia Dortmund has made a valuable contribution to our brand recognition. In the coming year, we very much hope to reach the right target groups with an attractive and positive environment at a football club that aligns so well with our brand's core values ​​of enthusiasm, emotion and the drive for maximum efficiency, ”says Dietmar Olbrich, Executive Director of Sales and Marketing the German branch of Hankook. “Borussia Dortmund is and will be a really popular and great club with a wide fan base. We are particularly pleased that the Hankook brand, as a partner of the champion, can continue to benefit from the popularity of such an attractive club and remain part of the emotional and successful life of the team. "

Borussia Dortmund has always been one of the most popular teams in German professional football. According to the Braunschweig football study in 2019, the club was ranked first in attractiveness and brand strength among all Bundesliga clubs. Numerous titles make Borussia Dortmund one of the most successful football clubs in Europe, ranking second in the Bundesliga.

Hankook's marketing strategy is based on a multi-layered concept consisting of regional, continental and international sponsorship commitments. In this way, individual market conditions can be optimally integrated and customer loyalty and brand awareness can be targeted. For example, since 2012, in addition to its global partnership with Real Madrid Football Club, Hankook has been an active sponsor of the UEFA Europa League. Monaco together with Borussia Dortmund are sponsored regionally.