Hankook’s Laufenn to sponsor new UEFA Europa Conference League

Hankook Tire has extended its commitment to the UEFA Europa League by a further three years until the 2023/24 season.

The company has been an official partner of UEFA since 2012. Under the current contract extension, the sponsorship also includes the new UEFA Europa Conference League competition, which will be sponsored via its Laufenn brand.

In addition to familiar features such as the presentation of the ‘player of the week’, Hankook will receive further activation rights to expand its brand presence, through new initiatives including patron of the ‘referee mascots’ at matches and the ‘team of the week’ digital activation.

Over the years, the global exposure of the Hankook brand around many European football stadiums has been significantly enhanced by incorporating LED perimeter advertising, along with static advertising boards.

Sanghoon Lee, president of Hankook Tire Europe said: “Both the sponsorship of the competitions and the partnership with UEFA are important elements of Hankook’s sports marketing strategy in the region.

“In addition to our other activities, I am particularly pleased that from the new season onwards we will be able to offer children from all over Europe an unforgettable experience as Referee Mascots.

“Moreover, introducing our second brand, Laufenn to UEFA club competitions will increase our relationship with UEFA to further enhance Hankook’s brand awareness and acceptance in the European market through our sponsorship of both competitions.”