PALM DESERT, Calif. — The American Hockey Association (AHL) has made the Fortune Tire brand its official tire, according to Fortune owner Prinx Chengshan Tire North America Inc. (PCTNA).
As part of a multi-year agreement PCTNA signed with the developmental league, Fortune was the sponsor of the 2025 AHL All-Star Classic, which concluded Feb. 2 at Palm Desert, home of the Coachella Valley Firebirds.
The Fortune Tires Rapid Fire skills competition event featured players demonstrating their precision and speed. Fortune Tires' branding also is featured prominently on dashboards, in-arena signage and a 30-second ad spot on the NHL Network broadcast of the event.
In addition, the AHL offered an All-Star VIP Prize Pack giveaway on social media, presented by Fortune Tires, allowing fans to experience the brand's impact both on and off the ice.
As part of the agreement, Fortune will begin several key initiatives with the league beginning in the 2025-26 season, including:
- Sponsorship of the league standings page on TheAHL.com;
- Promotional nights in select AHL cities;
- An enter-to-win sweepstakes for AHL fans;
- The launch of the Fortune Tires "Expect More" Player of the Month award, recognizing top-performing players throughout the season; and
- Social media interactions with fans.
Samuel Felberbaum, president of Fortune Tires, said the subsidiary is "pushing boundaries and delivering excellence" in places where they operate.
"With coverage across 95% of the marketplace, our tires are designed to meet the diverse needs of drivers everywhere," Felberbaum said. "Partnering with the AHL is a natural fit for us as we celebrate the hard work, passion and drive that fuel success at the highest levels of competition. Together, we're excited to bring even more energy and engagement to the league's incredible fans while reinforcing our commitment to providing products that people can always rely on."
Chris Nikolis, executive vice president, business development for the AHL, called it "a natural alignment between the AHL and Fortune Tires in terms of our commitments to high-quality performance, competition and excellence."
The AHL, in operation since 1936, is a top development league for players in all 32 National Hockey League organizations, as well as coaches, officials, executives, trainers and broadcasters throughout the NHL. Nearly 90% of today's NHL players have played in the AHL.