Hankook Tire Canada has expanded its partnership with Hockey Canada. The tire company remains the Official Tire of Hockey Canada until 2024
Through the partnership, Hankook Tire Canada will support Hockey Canada’s efforts to engage fans and grow the game, participate in its signature events, including the annual Hockey Canada Foundation Gala & Golf, and will act as an International Partner with access to events such as the IIHF World Junior Championship and IIHF Women’s World Championship.
Hankook’s involvement with Hockey Canada is strengthened through the brands’ mandates and purpose. Hankook is about driving emotion through high-performance tires, similar to how sport organizations bring excitement to fans through the game. Through this partnership, Hankook taps into the nation’s passion for sports to build brand awareness and establish its innovative products in the Canadian market.
“We are very pleased to announce the extension of Hankook Tire Canada’s partnership with Hockey Canada,” said In Hyuk Rhee, Hankook Tire Canada president and CEO. “By aligning ourselves with such a respected and reputable organization, we have the opportunity to support one of the nation’s favourite pastimes while reaffirming Hankook as a leader in the Canadian market. We look forward to the next five years as the Official Tire of Hockey Canada.”
“Hankook Tire Canada has been a valued and engaged partner of Hockey Canada for ten years and we are proud to continue working together to deliver best-in-class activations, and opportunities for hockey fans and Hankook customers to enjoy our great game,” said Scott Smith, president and chief operating officer of Hockey Canada.
Hankook branding will be highly visible in arenas during Hockey Canada games, with rink board advertising, digital banners and social media posts.
The partnership with Hockey Canada is part of Hankook’s larger global communication and development strategy, made up of local, continental and global partnership commitments designed to optimize customer loyalty and increase brand visibility in various markets through tailored measures.