On October 17, Premier League powerhouse Manchester United played against Bolton at their home ground, Old Trafford. As the official designated sponsor of Manchester United, Kumho Tire invited outstanding Chinese dealers and media to the UK for support. The Red Devils lived up to everyone's expectations, defeating Bolton again with a score of 2-1 thanks to Knight's own goal and Valencia's goal. They reclaimed the top position in the league table by leading Chelsea by one point, and returned significant viewership and communication benefits to their ally Kumho Tire and other sponsors.
Thanks to its status as an official strategic partner of Manchester United, Kumho Tire's prominent red logo jumped around the perimeter of the home ground Old Trafford. The subtitles in Chinese, English, and Korean, along with the image of youth and vitality represented by the brand, left a deep impression on the world's 330 million Manchester United fans, achieving a qualitative leap in brand effects. Nowadays, the "eye economy" created through sports marketing cannot be underestimated. Besides the on-site viewing, TV broadcasts, and植入of advertisements during events which bring rich communication benefits to sponsors, the植入effects that align with the brand spirit can also make consumers associate with the brand, helping companies further expand the market and enhance their brand image and reputation.
Kumho Tire General Manager Kim Hyung Kyun stated that since collaborating with Manchester United in 2007, Kumho Tire has achieved remarkable results in Europe and the Chinese market through active and extensive marketing activities. In the UK, Kumho Tire's sales volume in 2008 increased by 56.5% compared to 2006 before the alliance. Meanwhile, leveraging the influence of Manchester United's seventy million fans in China, sales in China have also significantly increased, growing by 23% year-over-year in 2008. Extensive and diverse sports marketing strategies have played a crucial role in achieving Kumho Tire's expected market goals. Kumho Tire actively participated in the Premier League from 2009 onwards and exclusively sponsored the Manchester United Korea Friendly Match, bringing substantial media exposure and communication benefits, which is expected to greatly boost Kumho Tire's global sales.
Looking at the Chinese tire market, whether foreign or domestic tire brands, all have a "deep connection" with sports marketing. Especially in domestic and international racing sports, these are the arenas where tire brands compete against each other. From the BP F3 Masters to the French Le Mans 24 Hours Endurance Race, and even the so-called "Chinese F1" AFR Asian Renault Formula Championship and CTCC, there are always active figures of Kumho Tire participating and sponsoring in well-known domestic and international races, showcasing the charm of the races while demonstrating Kumho Tire's technological quality.
Industry insiders also pointed out that considering sports events as commodities for marketing is an objective product and inevitable choice of a market-oriented economic operation system, and will have even longer-term development in the future. Especially affected by the US-China special safeguard case on tires, China's tire exports to the US have been blocked, leading to more intense competition in the domestic Chinese market and other overseas markets. Promoting the global development of tire brands through sports marketing strategies will show greater benefits in special periods.