GT Radial Celebrates Champions Hockey League Partnership

GT Radial celebrated a successful first season as Official Tyre Partner of the Champions Hockey League with distributors and customers in the stands to watch this season’s thrilling climax.

The final, which took place on March 1 at the home of Swedish finalists Rögle Ängelholm, marked the culmination of an eight-month campaign which utilised ‘Europe’s greatest ice hockey competition’ to boost brand awareness of its winter portfolio across the continent.

The 2021/22 season itself ran from August 2021 to March 2022 in which 32 teams from 13 national leagues playing a total of 125 matches. There was European distributor and customer involvement during the season with many attending games with key partners.

Over the term GT Radial received widespread levels of TV, print, radio and online coverage, which in turn created mass content for the brand’s digital marketing approach.

GT Radial could also be seen on advertising at all games, official media backdrops and the CHL website and tickets, as well as on own branded merchandise including ice hockey jerseys, pucks and a STIGA sports equipment game.

The CHL Final, which was broadcast to 36 countries worldwide, finished 2-1 with Rögle Ängelholm beating Finnish side Tappara Tampere in a hugely competitive, end-to-end game.

Stefan Brohs, Marketing Director – Europe for Giti Tire, manufacturer of GT Radial, said: “Our initial season with the CHL has been successful, both in terms of distributor and customer engagement and a rise in brand awareness, especially in northern region countries where the game is a national sport.

“In all our partnerships we aim to be actively involved in all elements, and the CHL has been massively supportive in welcoming all our plans and ideas, many linked to digital marketing, to ensure we obtained the maximum marketing return-on-investment.

“We said at the outset of the partnership that there’s a perfect fit between GT Radial and the CHL, both brand embrace an exciting, dynamic and fast-moving personality and both brands know how to deliver an exhilarating product.”