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Nexen Tire says it has become an official partner of Manchester City Football Club as a part of the company’s sports marketing plan.

Supporters in Europe and around the world will be able to see Nexen Tire’s logo on digital boards when Manchester City play at the Etihad Stadium.

The company adds it plans to execute various marketing activities by using players’ portrait rights and sponsorship management.

“We are very pleased to serve as the official tyre of Manchester City,” said Nexen Tire president, Ho-Chan Kang.

“This will provide us a [n]opportunity to let customers around the world know about Nexen Tire through the partnership with Manchester City FC, which has numerous fans across all continents. We will strengthen our brand power through continuous sports marketing.”

For his part, Manchester City chief executive, Ferran Soriano, added: “We have millions of followers in South Korea and we will be able to provide them with more engaging experiences.

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By GlobalData

“Nexen is not only a well-established South Korean brand, but has a strong ambition to grow globally like we do. This partnership builds a strategic relationship that will enable us both to meet our objectives.”

Nexen Tire provides OE tires to global car makers, including Volkswagen, Fiat, Renault-Daimler and others and has been strengthening its global presence with a focus on the European market.

Starting in late 2015, the company will begin the construction of a new tyre manufacturing plant in the Czech Republic. Commercial operation is planned to commence in 2018.

It is expected to serve as an important manufacturing hub for the company as it seeks to join the world’s top tyre makers due to its location near the production plants of global car manufacturers.

Nexen Tire, established in 1942, is a global tyre manufacturer headquartered in Yangsan, South Gyeongsang Province and in Seoul, South Korea.

Nexen works with 491 dealers based in 141 countries around the world (as of July 2015) and owns three manufacturing plants – two in Korea (Yangsan and Changnyeong) and one in Qingdao, China.

Another plant in Zatec, Czech Republic will be operational by 2018.