The Yokohama Rubber Co., Ltd. has announced that the tire manufacturer has signed an agreement with the renowned English football club, Chelsea FC to become its jersey shirt sleeve sponsor for the 2017–2018 season. This will further expand Yokohama’s existing sponsorship agreement with the club which is currently the Premier League champion. For the past two seasons, the Yokohama Tyres logo has been featured prominently on the chest of the Chelsea FC jersey. The new jerseys that will be worn by the team members of the club during the Premier League, FA Cup and Carabao Cup matches will sport the logo of the company’s new brand, Alliance Tyres on the left sleeve of the jersey. Chelsea debuted the new jersey at the club’s pre-season match with Arsenal which was held at the National Stadium in Beijing on July 22.
Yokohama Rubber launched Alliance as a new passenger vehicle tire brand in Europe as a start in the beginning of the year. By adding this new brand, Yokohama Rubber is hoping to cater to the needs of a more broad based clientele for passenger vehicle tires. The Alliance Tire Group (ATG) is a company that specializes in off-highway tires and was acquired by Yokohama Rubber in July 2016. Yokohama continues to make tires for agricultural and construction machinery under the Alliance brand.
In July 2015, Yokohama Rubber had signed a five-year partnership agreement with Chelsea FC as part of a bid to boost sales and brand recognition for its tires across the globe. Chelsea regained the premier League title in the last season and Yokohama Rubber expects its partnership with the club to boost the brand recognition for its Yokohama and Alliance brands.
Chelsea FC was established in 1905 and is one of the most prestigious football clubs in the English Premier League. Known popularly as the Blues, Chelsea has won the league title six times and won seven FA Cups. Chelsea also has to its credit two UEFA Cup Winners’ Cups, the UEFA Champions League in 2012, and the UEFA Europa League in 2013, thus becoming the first club in the UK to win all three of the UEFA’s major club competitions.
Yokohama Rubber was established in 1917 and is marking its 100th anniversary this year.
Manju Mathew, an MBA in marketing, completed publisher training courses from the Oxford Brookes University and New York University. She started with marketing and PR roles before moving on to her current position as a full time writer. Currently living in Dubai, her life as an expat has sharpened her observation skills and flair for writing. She enjoys writing about luxury cars like Ferrari, Lamborghini, etc even if she can only dream of owning them.
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