CHICAGO — Nexen Tire America Inc. has struck a sponsorship deal with the Chicago Blackhawks covering Nexen advertising/promotional displays at the United Center, the National Hockey League team's home rink, and elsewhere throughout the Blackhawks' realm in greater Chicago.
The multi-year deal covers a variety of marketing assets such as dasherboards (both physical and digital) for Blackhawks' home games at the United Center, billboards, signage at Fifth Third Arena, the Chicago Blackhawks' community ice rink, and more, Nexen said.
The South Korea-based tire maker said it expects the partnership — for which no financial or duration details were disclosed — will increase consumer awareness of Nexen Tire in the U.S.
"We are thrilled at the opportunity to expand our local market presence through a partnership with the Chicago Blackhawks," Nexen Tire America CEO Brian Yoonseok Han said.
"Like the Blackhawks, we are very proud of our history and what our brand brings to their organization. We both strive for excellence in everything we do, and Nexen Tire stands ready to share its story with this incredible fan-base throughout the season."
Founded in 1926, the Blackhawks are one of the NHL's "Original Six" franchises and have won six Stanley Cup championships. The Blackhawks recently kicked off their 2022-23 season, which will feature an 82-game regular season slate, including 41 home games.
"With both their global roots and significant Midwest presence, Nexen Tire is a highly-valued addition to the Blackhawks portfolio of partners," Jamie Spencer, Chicago Blackhawks executive vice president of revenue, said.
"We're thrilled to have Nexen Tire be part of every Chicago Blackhawks home game, and our loyal fan-base will come to know them as a brand that shares in our commitment to maintaining a high standard of excellence."
The partnership expands Nexen Tire's growing sports-marketing partnership portfolio, which also includes partnerships with the Anaheim Ducks of the NHL, European soccer franchises Manchester City, AC Milan and Frankfurt Eintracht and Formula DRIFT in the U.S.
This the second tire company sponsorship deal with the Blackhawks. Last year Belle Tire — which is in the midst of an aggressive expansion drive in the Chicago metro area — secured a marketing partnership for the Belle Tire logo to be displayed on the players' helmets at both home and away games.
