In a remarkable display of collaboration, Hankook Tire & Technology has forged a strategic partnership with Al Ain FC, a football club renowned for its illustrious history in the UAE. On January 29, at the iconic Hazza Bin Zayed Stadium in Al Ain, UAE, representatives from Hankook Tire, led by Chairman Hyunbum Cho, and Al Dobowi Tyre Company, represented by Chairman Mr. Surender Singh Kandhari, officially signed the agreement that establishes Hankook Tire as the official partner of Al Ain FC for the next three seasons, beginning January 2026. This partnership not only highlights Hankook's ambition to enhance its brand presence globally but also underscores Al Ain FC’s status as a leading club in the region.
Founded in 1968, Al Ain FC boasts an impressive record, including 14 UAE League titles and two AFC Champions League titles. Currently perched at the top of the 2024/2025 season standings, the club enjoys immense recognition and loyalty from fans throughout the Middle East. With this partnership, Hankook Tire is set to elevate its global brand image by engaging with Al Ain FC's extensive fan base, leveraging marketing platforms like LED advertising in the stadium, and creating unique experiences through initiatives such as the 'VIP Hospitality Program' and 'Ainawi Membership' season card program.
Driving Premium Value in the Middle East
The collaboration between Hankook and Al Ain FC signifies more than just a marketing strategy; it represents a commitment to delivering premium value to consumers in the Middle East. Jong Woo Kim, Vice President of Hankook Tire & Technology’s Middle East & Africa Regional HQ, expressed enthusiasm about enhancing communication with local customers. He emphasized the importance of expanding brand touchpoints through this partnership with Al Ain FC, a club that epitomizes the spirit of UAE football. This partnership aligns seamlessly with Hankook's global technical leadership, promising to share its premium offerings with a wider audience in the region.
Moreover, Al Dobowi Group, the official distributor of Hankook in the UAE since 1978, is poised to strengthen consumer engagement through this partnership. Chairman Mr. Surender Singh Kandhari stated, “Al Ain FC is a symbol of success, and we are honoured to join this journey.” As both brands stand for performance and long-term commitment, this partnership is expected to create synergies that will benefit all stakeholders involved. Hankook's continuous investment in premium products, such as the 'Ventus evo' tire series, and Al Dobowi's state-of-the-art service setup will ensure an elevated experience for consumers throughout the region.
The partnership between Hankook Tire and Al Ain FC marks a significant milestone in the world of sports sponsorship. It not only highlights the commitment of both companies to excellence but also paves the way for innovative consumer experiences in the Middle East. As the partnership unfolds, fans and consumers alike can look forward to an exciting journey ahead, filled with engaging activities and premium offerings that resonate with the spirit of football and performance.