HONG KONG — Sumitomo Rubber Industries Ltd.'s (SRI) Falken tire brand has become a global partner and official tire partner of the Liverpool Football Club soccer team.
The sponsorship was launched July 17 during an event in Hong Kong.
The multiyear deal will see the brands work together to create experiences for fans and drivers, while opening growth opportunities in Falken's key global markets. Financial terms were not disclosed.
Falken said that it will use the "world class appeal of Liverpool FC" to create initiatives including exclusive content. The tire maker said it will benefit from a range of marketing and promotional rights including digital and social media support, pitch side LED lighting, stadium branding and access to Liverpool FC players and legends.