Falken signs sponsorship deal with Liverpool FC

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.

"Falken has a great synergy with the club, and it shares our values in terms of attitude and performance," Billy Hogan, chief commercial officer and managing director at Liverpool Football Club, said in a statement. "We very much look forward to working together on this partnership."

"We both believe in an exciting future, and we look forward to working together to reward and recognize our customers, as well as connecting with more fans across the world," Satoru Yamamoto, director and senior executive officer of SRI, said in a news release. "We're also pleased to reaffirm our commitment to supporting football, as we have done before, while building on our global strategy."

Founded in 1892, Liverpool FC is one of the world's most famous soccer clubs, winning 18 league titles, seven FA Cups and five European Cups.