Sportfive brokers Falken extensions with Atlético and Gladbach
Falken Tyre Europe, an arm of the Japanese tyre manufacturer, has renewed its sponsorship deals with Spanish soccer's Atlético Madrid and Germany’s Borussia Mönchengladbach until the end of this season.
The extended agreements were brokered by Sportfive, the international sports marketing agency that previously negotiated deals for Falken with the two clubs for both the 2018-19 and 2019-20 campaigns.
In the two cases, Falken will have LED banner advertising and static banners, which the brand said will “secure its TV presence on all the core European markets."
Falken will continue as the official tyre partner and premium partner of Borussia Mönchengladbach, and its branding will be featured in backdrops during interviews, press conferences and similar activities.
The deal with Atlético includes various advertising rights, including a permanent logo presence at the club's home games at the Estadio Wanda Metropolitano.
Christian Kothe, vice-president premium partnerships at Sportfive, said: "Falken Tyre has been a partner of Sportfive since 2015 and is aware of the long-term, positive impact of football presence on its own brand. These two extensions with top European clubs demonstrate Falken Tyre's continuity as an established player in sport and will once again help to achieve the brand's communication goals."
Markus Bögner, chief commercial officer and president at Falken Tyre Europe GmbH, added: “The two clubs have tremendous mass appeal, so we will benefit from the high media presence and the resulting media coverage. Especially since corona means that fewer spectators are allowed into the stadiums and the matches are broadcast on wide-reaching TV.”
Falken has had an extensive presence in European soccer in recent years having partnered with 21 clubs across eight countries in 2018, although the majority of the agreements ended after last season.