Hankook Tire's Goal: Driving Mideast Dominance with Al Ain FC Deal

AL AIN, UAE – February 02, 2026 – In a significant move that merges high-performance tires with top-tier football, Hankook Tire & Technology has announced a major partnership with Al Ain FC, one of the most decorated football clubs in the Middle East. The agreement, signed alongside Hankook's long-term UAE distributor Al Dobowi Group, establishes the tire giant as an official partner for three seasons, beginning with the 2025/2026 season.

The official signing ceremony, held at the iconic Hazza Bin Zayed Stadium, marks a strategic escalation of Hankook's ambitions in a region where brand visibility and local connection are paramount. While the partnership promises prominent branding, its roots run deeper than simple sponsorship, signaling a calculated play to capture market share and consumer loyalty in the competitive Gulf automotive market.

A Strategic Play Beyond the Pitch

This partnership arrives as the UAE's sports sponsorship market is experiencing a significant boom. Valued at nearly USD 3 billion in 2024, the sector is projected to surge towards USD 5.61 billion by 2033. Within this lucrative landscape, football reigns supreme, making it the most potent platform for brands seeking to engage a massive and passionate audience. Hankook’s decision to align with Al Ain FC is a clear move to leverage the sport’s unparalleled cultural currency.

The collaboration is designed to be a multi-faceted marketing offensive. Beyond the visibility gained from LED advertising during matches, the partnership will focus on creating exclusive experiences. These include a dedicated 'VIP Hospitality Program' and integration with the 'Ainawi Membership' season card program, initiatives aimed at forging direct, tangible connections with fans and potential customers.

Jong Woo Kim, Vice President of Hankook Tire's Middle East & Africa Regional HQ, highlighted the strategic intent behind the move. "We are delighted to enhance communication with local customers and consumers and expand brand touchpoints through this partnership with Al Ain FC, a representative club of the UAE," he stated. "Based on our global technical leadership, we will continue to share Hankook Tire's premium value across the Middle East."

Aligning with a Winning Legacy

The choice of Al Ain FC is far from coincidental. Founded in 1968, the club is a powerhouse of UAE football, boasting an impressive trophy cabinet with 14 UAE Pro League titles and two AFC Champions League crowns. Their current standing as leaders in the 2024/2025 season only amplifies their value as a partner associated with success and performance. For Hankook, a brand that has built its reputation on high-performance products like its 'Ventus evo' series and its role as an original equipment (OE) supplier for premium automakers like BMW and Audi, the synergy is clear.

This partnership is about brand narrative alignment—marrying Hankook’s technical excellence with Al Ain FC’s legacy of victory. It taps into the deep-seated fan loyalty the club commands not just in the UAE but across the entire Middle East. This emotional connection provides a powerful vehicle for building brand trust that traditional advertising struggles to achieve.

The sentiment was echoed by Surender Singh Kandhari, Chairman of Al Dobowi Group, which has distributed Hankook tires in the UAE since 1978. "Al Ain FC is a symbol of success, and we are honoured to join this journey," he remarked. "This partnership brings together three brands standing for performance and long-term commitment."

Navigating a Crowded Field

Hankook's strategic sponsorship does not exist in a vacuum. The UAE's tire market is a competitive arena, and other major players are also using football as a key marketing tool. Notably, competitor Nexen Tire recently inked its own sponsorship deal with UAE Pro League club Al Nasr SC, indicating a growing trend of tire brands battling for brand supremacy on the local football pitch.

This move allows Hankook to differentiate its regional strategy from global competitors like Bridgestone, which has pivoted towards a more motorsports-centric sponsorship portfolio, and Michelin, which engages across a wide range of motorsports and lifestyle partnerships. By investing heavily in a beloved local club, Hankook is making a direct appeal to regional consumers, betting that a deep connection with a local institution will resonate more strongly than a broad global association.

The strategy is well-precedented within the wider automotive sector. Al Nabooda Automobiles, the dealer for Audi and Volkswagen, has a long-standing partnership with the UAE Pro League, while Al Masaood (Nissan) sponsors Al Jazira Football Club. Hankook is joining a proven playbook, but aiming to execute it with a level of integration that could set a new benchmark.

From Stadium Lights to Showroom Floors

The ultimate measure of the partnership's success will be its ability to translate fan passion into sales. This is where the long-standing relationship with Al Dobowi Group becomes critical. With a presence in over 10 countries and a robust network within the UAE, Al Dobowi provides the essential infrastructure to convert the high-level brand exposure into tangible results at the retail level.

The group's heavy investment in state-of-the-art service setups is designed to capitalize on the heightened brand awareness the sponsorship will generate. The collaboration will empower Al Dobowi to strengthen consumer engagement through co-branded promotions and experiences, effectively closing the loop between the excitement on the pitch and the customer experience at the point of sale.

This partnership is a key component of Hankook's broader global sports marketing strategy, which includes high-profile sponsorships with the FIA World Rally Championship (WRC), the ABB FIA Formula E World Championship, and German football club Borussia Dortmund. The Al Ain FC deal represents a sophisticated localization of this global model, demonstrating a keen understanding that to win in the Middle East, a global brand must speak the local language of football.