Yokohama extends Chelsea sponsorship

Yokohama has expanded its sponsorship with Chelsea Football Club to be a jersey shirt sleeve sponsor for the 2017–2018 season.

The agreement expands on Yokohama’s ongoing official partnership with the current Premier League champions. In addition to the Yokohama Tyres logo that has been prominently featured across the chest of the Chelsea FC jersey, fort the past two years, the new jerseys to be worn by players during Premier League, FA Cup and Carabao Cup matches will feature the logo of the Company’s new Alliance Tyres brand on the jersey’s left sleeve.

The new jersey made its debut at Chelsea’s pre-season match with Arsenal at Beijing’s National Stadium (aka the Bird’s Nest) on July 22.

Alliance is a new passenger vehicle tyre brand to be launched by Yokohama Rubber in Europe. By adding the Alliance brand to its Yokohama brand, Yokohama expects to better meet the needs of a broader and more diverse customer base for passenger vehicle tyres.

The Alliance Tire Group (ATG), an off-highway tyre specialist that was acquired by Yokohama Rubber in July 2016, continues to expand its business in the markets for agricultural and construction machinery under the Alliance brand.

Seeking to expand its global tyre sales and brand recognition, Yokohama in July 2015 entered into a five-year partnership agreement with Chelsea FC, which has an extensive worldwide fan base. Yokohama expects the partnership with Chelsea FC, which last season recaptured the Premier League title, to increase the brand recognition for its Yokohama and ALLIANCE brands by appealing to images associated with the Champions.