Korean tyre manufacturer Hankook has extended its sponsorship of the Uefa Europa League, European soccer's secondary clubs competition, for a fourth successive three-year cycle.

The new deal, brokered for the sport’s European governing body Uefa by its Team Marketing agency, covers the 2021-22 to 2023-24 cycle and also includes sponsorship of the third-tier Europa Conference League, the inaugural edition of which runs this season, affording Hankook additional rights and benefits.

With Hankook having begun its sponsorship of the Europa League in 2012, when the manufacturer celebrates its tenth year of tournament sponsorship at the end of 2021-22, it will mark the first such milestone for any brand.

The other Uefa sponsors of the two tournaments, which both see their group stages start on 16 September, are Heineken, Engelbert Strauss, Enterprise Rent-A-Car, Swissquote and Just Eat.

Guy-Laurent Epstein, marketing director at Uefa, said: “Hankook has been a valued partner of Uefa’s since 2012, showcasing some of the best activations and sponsored content in support of the Uefa Europa League. We are looking forward to collaborating further with Hankook in order to develop new ideas for the upcoming Uefa Europa League and Uefa Europa Conference League seasons.”

Sanghoon Lee, president of Hankook Tire Europe, added: “Both the sponsorship of the competitions and the partnership with Uefa are important elements of Hankook's sports marketing strategy [in Europe].

“Introducing our second brand, Laufenn, to Uefa club competitions will increase our relationship with Uefa to further enhance Hankook’s brand awareness and acceptance in the European market through our sponsorship of both competitions.”

Hankook, meanwhile, is also an official partner of Spanish soccer giants Real Madrid, and of German heavyweights Borussia Dortmund.