GT Radial is playing at full strength with the Champions Hockey League (CHL) having agreed a sponsorship extension to remain Official Tyre Partner.
The brand has agreed a two-year deal, with an option for a third year through to the 2026/27season, which would take the relationship up to six consecutive years.
Billed as ‘Europe’s greatest ice hockey competition’, the tournament features 24 teams from 11 leagues with Sweden, Finland, Czech Republic, Germany, Switzerland and the Austrian-based multi-national ICE Hockey League putting forward three clubs each and a further five nations represented from Challenger Leagues.
This year’s thrilling final saw Swiss champions ZSC Lions Zurich beat Swedish powerhouses Färjestad Karlstad by 2:1.
The match was held at the Swiss Life Arena in Zurich, Switzerland and watched by a VIP party comprising top GT Radial distributors and sellers from around Europe, a sell-out crowd of 12,000 and millions of global fans on TV and social media.
Under the terms of the agreement GT Radial will continue receiving advertising at all 101 games, its logo on official media backdrops and on the CHL website, VIP and general access tickets, usage of the CHL emblem, tailored digital activations and onsite promotions as well as own branded merchandise.
Stefan Brohs, Marketing Director – Europe for Giti Tire, added: “We are striving for consistency in the GT Radial marketing programme, and our ice hockey partnership with the CHL is a perfect brand fit.
“Through match day fan interaction, TV, social, print and radio we receive a great level of coverage, especially in northern, central and eastern countries where the game is the national sport.
“What our customers genuinely appreciate and enjoy is the opportunity to attend a unique sporting event they may never have seen live before, and that’s why our hugely successful VIP and partner events always attract a high level of participation.”
Monika Reinhard, COO of the Champions Hockey League, added: “Since joining the CHL family in the 2021/22 season, GT Radial has been a committed, involved and enthusiastic official brand partner that has embraced the sport of ice hockey, the tournament and its fantastic fans.
“We are delighted they have chosen to extend their partnership agreement and going forwards we will work hand-in-hand to look for more interactive ways to spread the GT Radial name and get everyone more involved with the match day experience.”
Michael Witta, Senior Vice President, Marketing Sales & Services at Infront, continued: “GT Radial has been a valuable partner of Infront since joining the CHL sponsorship family in the 2021/22 season and we are thrilled to continue this collaboration.
“This extension is a testament to the success of our partnership and the strong brand synergy between GT Radial and the CHL. Together, we will further enhance engagement opportunities, bringing fans closer to the game while delivering exceptional value for GT Radial through innovative activations and premium visibility.”
When the partnership was announced in May 2021, Brohs highlighted “a perfect fit between GT Radial and the CHL, both brands embrace an exciting, dynamic and fast-moving personality and both brands know how to deliver an exhilarating product.
