MANCHESTER, England (May 19, 2014) — Taiwan's Federal Corp., the official tire partner of Manchester United Football Club in Russia and Taiwan, brought some of its Russian dealers from Moscow recently to the Old Trafford Stadium in Manchester as part of a three-day Football Experience Tour.
Federal Tyres said it flew the select group of Russian dealers in from Moscow, where they were joined in Manchester by a number of Russian and international automotive and sports media, as the company ramps up for the next phase of its promotional campaign in Russia. In total, eight Russian and international media and eight dealers were taken on the Football Experience Tour.
“We wanted to show our gratitude to our loyal customers who have helped us get a strong foothold in the market over the last 10 years, and who we think will play a big part in the next stage of our growth in Russia,” a spokesperson for Federal said.
“We also want to demonstrate to drivers across Russia — through the media — that Federal is serious about Russia. Through our partnership with Manchester United, and our affordable high-performance products, Federal is ready to make a deep connection with Russian drivers. We want to help Russian drivers ‘Wake up the champion inside!’”
With being the Official Tire Partner of Manchester United Football Club in the territories of Russia and Taiwan, Federal said it has the opportunity to connect with the nearly 18 million Manchester United fans in Russia.
“We can collaborate on projects and events in Russia, combining the strength of our brands, our experiences, our reach and our resources,” the spokesperson said.
“We can also use the Manchester United logo and world-famous players like Wayne Rooney and Robin van Persie in our promotional materials, a powerful way of grabbing your audience’s attention.”
Federal Tyres CEO Jamie Ma said the tire maker is working hard to build and raise awareness of the brand in Russia.
“Russian football fans and drivers alike are seeing the values Federal Tyres shares with Manchester United. We both believe in innovation, performance and heritage; most of all, we are both winners,” he said.
The Football Experience Tour comprised a lunch and a guided tour of Manchester United’s Old Trafford Stadium, plus a chance to experience the city, with a visit to the Museum of Science and Industry.
“As we move into the second half of 2014, Federal Tyres will launch our next phase of promotional activities for the Russian market,” Steve Hsu, deputy manager of Federal Tyres’ global sales division.
“One of the highlights will be a banquet in Moscow to celebrate our 60th anniversary and to say a big ‘thank you’ to our valued local partners. We are also increasing our presence at the point of sale, with image corners in stores to create a more powerful brand identity for dealers and consumers.”