Apollo Tyres says it has been able to triple brand awareness since its sponsorship with Manchester United started with exposure to 69 markets.
The Indian manufacturer’s coverage through its relationship with the Old Trafford team as official tyre partner – apart from Federal Tyres which relates to Russia and Taiwan – extends to all of Europe as well as its home market and South East Asia.
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“We do regular brand ranking measures and they show from the sponsorship of Manchester United, we have been able to triple our brand awareness from a low base,” Apollo Tyres chief marketing officer global, Marco Paracciani told just-auto at the recent Geneva International Motor Show.
“We complement that sponsorship with football-related communication; the two compare very, very well. When you are present in a football environment, whether it is in the stadium or in the sponsorship, you build a lot of visibility with the brand. Football breaks a lot of barriers between human beings.
“It is a three-year contract. We have a very good relationship with Manchester United and we are looking at extending that partnership.”
Launched in 2013, Apollo’s sponsorship with Manchester United will also look to create ‘go the distance’ pitches in communities using recycled rubber to encourage healthy lifestyles among young people and also develop their football skills.
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