Chinese Tyre Maker ZC Rubber Secures Global Partnership With Arsenal FC

Chinese tyre manufacturer ZC Rubber have sealed a global partnership deal with Premier League leaders Arsenal for the current season.?

The deal brokered by EMW Global sees the Hangzhou based tyre manufacturer gains brand visibility at the Gunners’ home ground, Emirates Stadium, during all domestic fixtures. The exposure from the popular football league is poised to fuel the Chinese tyre makers efforts to raise global brand awareness.?

Following the announcement,?Henry Shen, Vice President of ZC Rubber,?mentioned,?“We are delighted to be named as the official partner for Arsenal. We especially would like to thank our partner EMW Global for making this happen, as this partnership provides a fantastic opportunity for us to showcase ZC Rubber’s tyre brands and our commitment to global customers.”?

“It is our first time to take part in this global campaign with such a well-known club in the Premier League enjoying a long history and high reputation. Through this collaboration such as field ads, official social media, and player interactive events, we aim to enhance our brand awareness in global markets. We will be together with our customers and partners and expand our market share with our premium products featuring safety, value, and excellent performance. This is our commitment to consumers worldwide.”?

Juliet Slot, Chief Commercial Officer, Arsenal,?added,?“We’re thrilled to announce ZC Rubber as the latest addition to the Arsenal family. ZC Rubber is the seventh new partner we have welcomed in recent months, in addition to key renewals – including our front-of-shirt sponsorship with Emirates. There’s never been a better time to partner with Arsenal and it’s great to have ZC Rubber with us on our journey. We’re excited to support them in their ambition to reach new audiences around the world.”?

According to ASN data, the Rubber:Tyres category (1.8% of the total share) has invested about US$70.7m in football sponsorship across Asia. The three biggest markets for such sponsorship are India (45.2%), China (25.6%) and South Korea (16.4%). Some of the major deals include Continental Tyre’s Pan-Asian deal (US$2.6m) with AFC, Apollo’s US$1m++ deal with Manchester United and Chennaiyin FC,??BKT’s US$1m++ partnerships with La Liga, Coupe de la Ligue and Italy’s Serie B, as well as Kumho’s US$1m++ deals with high-flying Bayer Leverkusen and Tottenham Hotspur FC.?

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This article was first published in ASN's December 2023 no. 1 newswire.