Korean brand Hankook Tire has signed on as a new commercial partner for TGL, the annual golf competition launched by sporting icons Tiger Woods and Rory McIlroy.
Through a three-year deal unveiled earlier this week, Hankook becomes a founding partner of the Florida series, which launched earlier this year, as well as the official tire partner.
Go deeper with GlobalData
Discover B2B Marketing That Performs
Combine business intelligence and editorial excellence to reach engaged professionals across 36 leading media platforms.
The deal was negotiated by sports and entertainment agency ANC, and includes co-branded integrations across both broadcast and in-venue displays. Both parties have said the deal includes integrations into TGL's match coverage, national advertising spots, feature material, social media content, as well as in-venue hospitality.
It will get underway in time for the start of the second TGL season on December 28, with domestic broadcast coverage being provided by the ABC network. The series will once again take place at the SoFi Center in Palm Beach Gardens, Florida.
Hankook joins the likes of pediatric hospital charity Shriners Children’s (announced in early August), Korean car brand Genesis, grocery store chain Best Buy, and B2B administration software firm Businessolver, as a TGL founding partner.
Jason Langwell, TMRW Sports' chief revenue officer, has said: "We're continuing to add to the broad spectrum of new global sponsorship partners, including Hankook Tire as our latest founding partner.
US Tariffs are shifting - will you react or anticipate?
Don’t let policy changes catch you off guard. Stay proactive with real-time data and expert analysis.
By GlobalData"We're eager to work with Hankook on innovative broadcast integrations within TGL's matches that will be unveiled this season and welcome them to SoFi Center as a hospitality destination for their partners and guests."
The president of Hankook Tire America Corp, Rob Williams, added: "At Hankook, we see this as more than a partnership. It's a shared ethos to innovate and push the boundaries of our respective industries, where technology and passion combine to create something truly unique for customers and golf enthusiasts around the globe to experience and enjoy."
In terms of Hankook's other sports sponsorship deals, the brand has an agreement in place with European soccer's governing body UEFA, covering the Europa League and Conference League club competitions, through 2026-27.
GlobalData Sport, at the time that the deal was struck, valued the tie-up at $18.5 million annually.
Hankook also has a partnership in place with all-electric motor racing series Formula E, as that property's tire supplier through at least the 2027 campaign.
