Sailun has become the official sponsor and exclusive tyre partner of the ice hockey club BK Mladá Boleslav, that play in the Tipsport Extraliga, the highest division in the Czech ice hockey system.
With this long-term partnership, Sailun is strengthening its existing commitment to sport and broadening its target group communications approach centred around smart and emotional experiences.
The aim is to sustainably increase brand awareness and perception in the Czech Republic and Europe, one of the increasingly important sales regions for the global tyre manufacturer, who holds position as the 10th largest manufacturer in the world with Sailun being the 10th most valuable tyre brand globally.
Through the collaboration, Sailun will benefit from extensive brand exposure, such as perimeter advertising in BK Mladá Boleslav‘s ŠKO-Energo Aréna, which seats over 4,000 spectators, advertising on the players’ shorts and advertising space on the ice. In addition, there is a presence in the VIP hospitality area and integration in various online and digital broadcasts on the BK Mladá Boleslav channels and sports coverage.
“We are looking forward to the partnership with BK Mladá Boleslav. Anyone who has ever seen an ice hockey game knows how the fans and teams celebrate ice hockey. Ice hockey, which is even more popular than soccer in the Czech Republic and other European markets, is a high precision, passionate team sport that is also very technical and performant,” says Stephan Cimbal, Director of Marketing at Sailun Tyre Europe (STE). “This makes it an ideal platform for our “Smart Performance“ philosophy.”
