Hankook will have its logo displayed along the red carpet and the press areas of the Ballon d’Or ceremony.
Sponsoring Ballon d’Or, One of Hankook’s Strategies to “Create a Strong Presence” Worldwide
Hankook has officially become a sponsor of the most prestigious football award in the world, the Ballon d’Or. With this official partnership, Hankook will support this year’s ceremony at the Théâtre du Châtele, Paris, October 28, 2024.
The Ballon d’Or is the most coveted recognition of outstanding performance and exceptional talent of male and female football players around the world. Originally introduced by the French Football magazine in 1956, this year’s ceremony will be jointly hosted by UEFA and Groupe Amaury—owner of the French Football magazine and L’Equipe daily newspaper.
Hankook is now a part of the Ballon d’Or’s long history and will have its logo displayed along the red carpet as well as in the press areas. The terms of the partnership allow both parties to use each other’s brand logos, including in the digital world, in order “to strengthen supporters’ brand loyalty”, according to Hankook‘s official statement.
“Our involvement as an official sponsor of the prestigious Ballon d’Or represents the logical continuation of many years of fruitful cooperation with UEFA,” says Sanghoon Lee, President and COO of Hankook Tire Europe.
“The partnership embodies the ‘perfect match’ in our international sponsoring strategy, where positioning Hankook as a premium brand always takes centre stage. Football remains the most popular sport by far in Europe and connects millions of people. We are proud to be a part of this,” he added.
Sponsoring Strategy for Brand Reinforcement
Hankook Tire’s sponsoring strategy pursues a clear approach based on significant partnerships on a global, European, and national scale. The focus is on first-class platforms with a wide reach like the ABB FIA Formula E World Championship, the UEFA Europa League & Conference League, and the Borussia Dortmund football club.
The goal of these partnerships is to create a strong presence worldwide and, at the same time, appeal to various target markets. The partnership with UEFA, in particular, provides a way of actively placing the brand in the most important European markets.
In addition to voting on the best male and female footballers, the Ballon d’Or award honours footballing achievements in seven other categories. Two new awards this year are the Coach of the Year for both men’s and women’s football, which acknowledges the valuable contribution that coaches make to success on the pitch.
