At the sales level, the effect of increase in the global marketing network of Kumho Tires is more significant. By comparing the sales performance before and after the sponsorship, the sales volume of Kumho Tires in the UK in 2008 increased by 56.5% compared to that in 2006 before the alliance. Meanwhile, in China where there are the most Manchester United fans in the world, with the help of the ultra-high popularity of the Manchester United team in China, the sales volume of Kumho Tires in the Chinese market in 2008 also achieved a year-on-year increase of 23%, playing a huge role in maintaining the first place in terms of market share in China. The head of Kumho Tires' global operations said that sports marketing is a marketing strategy that Kumho Tires has always adhered to. Manchester United has 300 million fans worldwide, and the number of fans in China and Southeast Asia has reached 190 million. The young and energetic brand image is the common ground between Kumho and Manchester United, and it is also the basis of our cooperation. Kumho Tires' sponsorship of the Premier League powerhouse Manchester United and becoming a platinum member of Manchester United not only established a high-end brand image for Kumho Tires, successfully attracting consumers' attention and enhancing brand awareness globally, but also achieved Kumho Tires' unique differentiated high-end marketing strategy.