Hankook becomes official title sponsor of Al-Ittihad

Hankook Tire has signed a title sponsorship agreement with Saudi Arabian professional football club Al-Ittihad.

Under the agreement, Hankook will serve as the club’s official title sponsor for three seasons, beginning with the current 2024/2025 season.

Through this sponsorship, Hankook Tire says it aims to strengthen its global sports marketing efforts by establishing a strategic alliance with Al-Ittihad.

“By leveraging the club’s high profile—bolstered by world-renowned players such as Karim Benzema and Moussa Diaby—the company seeks to further elevate its position as a top-tier premium brand in the global market”, the company said.

During the sponsorship period, the Hankook brand logo will be prominently featured on in-stadium LED signage, media interview backdrops, and the club’s official team apparel.

Hankook Tire says it also plans to run engagement-driven marketing campaigns—such as integrated online and offline ticket giveaway events—to boost brand awareness and drive sales in the Middle Eastern market, including Saudi Arabia.

This partnership with Al-Ittihad builds on Hankook’s continued expansion in the Middle East. In August 2023, the company partnered with its official Saudi distributor, Bin Shihon Group, to launch its iON product line — the world’s first full line of tyres dedicated to electric vehicles.

Following the debut of its high-performance models iON evo and iON evo SUV, Hankook has gained strong market recognition for its technological innovation and is rapidly strengthening its position in the region’s EV tyre market.