SEOUL, South Korea — Nexen Tire Corp. will be a sponsor of the 2017 International Champions Cup (ICC) tour of the U.S., with a dozen matches between leading European soccer teams at U.S. stadiums July 19-30.
James Kwon, CEO and president of Nexen Tire America Inc., said the decision to sponsor the tour is part of his company's strategy to grow brand awareness and market share in the U.S., which he described a "criticial market" for Seoul-based Nexen Tire.
Nexen is hoping for bonus exposure from the tournament, as Nexen also is a sponsor of Manchester City Football Club, which will be one of the eight teams participating in the tour. Manchester City players will be wearing jerseys with the Nexen Tire logo on the sleeves.
Nexen signed the league's first-ever sleeve sponsorship with Manchester City earlier this year after the English Premier League approved sleeve advertising for the 2017-18 season.
Manchester City will play three matches — July 20 vs. Manchester United at Houston's NRG Stadium; July 26 vs. Real Madrid CF at the Los Angeles Coliseum; and July 29 vs. Tottenham Hotspur at Memphis' Nissan Stadium.