Apollo Tyres has elevated its Manchester United alliance to a grander scale, with the brand now on board as official Global Tyre Partner.
Apollo Tyres has secured a global sponsorship deal with Manchester United for the next three years following the completion of a regional association with the manufacturer, which helped increase its visibility across geographies. The brand is now the football club’s Global Tyre Partner.
The recently concluded partnership, which began with India and the United Kingdom in 2013, was later extended to more than 100 countries. The collaboration led to a major boost for the tyre maker across key markets including India, the Middle East, South East Asia as well as Africa.
Multiple interventions around the primary pillars of the aforementioned business spanning advertising, consumer engagement, sales, and corporate social responsibility, have propelled the marque’s story and legacy throughout an encouraging number of communication platforms.
A series of past community-inspired initiatives targeting both the India and UK markets include the creation of two Go the Distance football pitches made from recycled rubber, alongside a week-long football camp run in India in conjunction with Manchester United Soccer Schools.
Other efforts are such as the Apollo Challenges and No Shortcuts digital campaigns; customer loyalty programmes to help expand the company’s dealer network; and product customisation activities including the launch of dual-branded tyres in the Middle East, Southeast Asia, and the UK.
“Our campaigns have helped connect us with young people, build the brand, and increase customer acquisitions. The partnership will position our products in the minds of the consumers, in addition to being visible to the 659 million fans of the club,” said Marco Paracciani, CMO at Apollo Tyres.