Enhancing Brand Exposure in the Middle East and Strengthening Collaboration with Local Partners through Sports Marketing

SEOUL, South Korea, September 26, 2024 – NEXEN TIRE, a leading global tire manufacturer, announced a partnership agreement with Al Nasr SC, a football club based in Dubai, UAE. This marks the first time NEXEN TIRE sponsoring a football club in the Middle East Asia. 

Al Nasr SC, which means “victory” in Arabic, is the oldest football clubs in the UAE, founded in 1945 and currently competing in the UAE Pro League. Through this partnership, NEXEN TIRE will engage in various marketing initiatives, including LED and digital billboard advertisements in the stadium, logo branding, and collaborative marketing efforts. Notably, this partnership was jointly established with NEXEN TIRE’s local distributor in the UAE, Al Saeedi, further expanding their collaboration in the region.

The Middle East is a key strategic market for NEXEN TIRE. The region has witnessed rapid growth in automobile sales, driven by economic expansion and population growth, making it an emerging market. Since 2012, NEXEN TIRE has been supplying tires for Dubai taxis, and sales in the Middle East have shown steady growth.

NEXEN TIRE has been actively engaging in sports marketing worldwide. Since 2015, the company has maintained partnerships with major football clubs such as Manchester City in the Premier League, Juventus FC in Italy’s Serie A and SK Slavia Prague in Czech First League. This year, NEXEN TIRE has further expanded its brand exposure by partnering with five Bundesliga clubs located in densely populated regions of Germany. Additionally, new partnerships have been established with the San Diego Padres, the U.S. Major League Baseball and Žalgiris, the Lithuanian basketball team.

NEXEN TIRE plans to further strengthen its influence in the global market with this newly signed partnership in the Middle East, a strategically important region. It plans to further accelerate its rapid growth as a global tire manufacturer by conducting marketing activities not only in Korea, Europe, and the United States, but also in other regions.

“Sports marketing is the ideal way to increase brand familiarity and strengthen our connection with customers,” said a representative from NEXEN TIRE. “Through our sponsorship with Al Nasr SC, we aim to enhance brand visibility, boost awareness, and deepen collaboration with business partners in the Middle Eastern market.”