Hankook Tire Deepens Middle East Footprint with Al-Ittihad FC Brand Film
Event summary
- Hankook Tire launched a brand film celebrating its sponsorship of Saudi Pro League club Al-Ittihad FC on January 20, 2026.
- The film aims to strengthen Hankook's premium brand positioning in Middle Eastern and African markets.
- Hankook leverages its motorsports and football partnerships to boost regional brand affinity.
- The company plans to expand consumer engagement through Al-Ittihad and other regional sponsorships.
The big picture
Hankook Tire's strategic focus on sports marketing, particularly in high-growth regions like the Middle East, aligns with broader industry trends of leveraging football and motorsports to enhance brand equity. The company's multi-property sponsorship approach—spanning football clubs, Formula E, and WRC—positions it to capitalize on the region's passion for these sports while reinforcing its technological leadership in tire innovation.
What we're watching
- Market Penetration
- How Hankook's Al-Ittihad partnership will affect its market share in Middle Eastern and African tire markets.
- Brand Loyalty
- Whether the premium positioning strategy can sustain long-term consumer engagement in the region.
- Competitive Dynamics
- The pace at which competitors respond with similar high-profile sports sponsorships in emerging markets.
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