Hankook Tire Signs Official Partnership with "Gulf Cup 2026"... "Expanding Sports Marketing in the Middle East"

[Financial News] Hankook Tire & Technology, the tire company of Hankook & Company Group, is expanding its sports marketing presence in the Middle East.
Hankook Tire announced on the 22nd that it will participate as an official partner of Gulf Cup 2026, which will be held in Jeddah, Saudi Arabia, from Sept. 23 to Oct. 6.
Now in its 27th edition, the Gulf Cup is organized by the Arab Gulf Cup Football Federation (AGCFF). It is the Middle East's most prestigious football tournament, featuring the national teams of eight Gulf countries: Saudi Arabia, the United Arab Emirates (UAE), Qatar, Kuwait, Bahrain, Oman, Iraq and Yemen. Hankook Tire is the tournament's only official tire brand partner. A total of 15 matches will be played at King Abdullah Sports City Stadium and Prince Abdullah Al-Faisal Sports City Stadium in Jeddah.
During the tournament, Hankook Tire will promote its global integrated brand, "Hankook," through stadium LED advertisements, large screens and media backdrops. LED advertisements will be shown during matches, while large-screen advertisements will run before and after games and during halftime. The company will also expand its engagement with local fans through social media activities and fan-participation giveaway events. It plans to invite key customers and local business partners to the stadium to offer them a brand experience.
The partnership marks a further expansion of Hankook Tire's sports marketing in the Middle East. The company has broadened its partnerships from the club and league level, including Al Ain Football Club and the Qatar Stars League, to an international tournament featuring national teams. Based on the previous edition, the Gulf Cup was a major sporting event that attracted a cumulative audience of 85.1 million viewers across 168 countries and generated approximately 19.8 billion social and online media impressions. Through this participation, Hankook Tire will gain additional opportunities to increase its brand exposure across the Gulf Cooperation Council (GCC).
Meanwhile, Hankook Tire continues to expand its engagement with sports fans worldwide through a range of sports partnerships. These include partnerships with the Qatar Stars League, Al Ain Football Club and Al-Ittihad Club in the Middle East, as well as sponsorships of the Union of European Football Associations (UEFA)'s UEFA Europa League (UEL), UEFA Europa Conference League (UECL), Bundesliga club Borussia Dortmund and the Ballon d'Or awards ceremony.
[email protected] Kim Dong-chan Reporter