Falken joins World Handball Championships sponsorship roster
Falken Tyre Europe, the European arm of the Japanese tyre manufacturer, has become an official sponsor of handball’s 2019 IHF Men’s World Championships, which will be co-hosted by Germany and Denmark.
It will be the official tyre of manufacturer of the tournament, which runs from 10 to 27 January and encompasses 96 games at six locations. It will get extensive brand exposure on media backdrops and on the handball court.
Falken joins Blåkläder, the workwear retailer, Liqui Moly, the Germany-based automotive lubricant brand, and Lidl, the German supermarket chain, as an ‘official sponsor’ of the tournament, the tier beneath the IHF sponsors.
The deal was brokered by the German arm of Lagardère Sports, with which Falken has a strong relationship, using the agency to land a several sponsorship agreements in European soccer.
Markus Bögner, managing director and chief operating officer of Falken Tyre Europe, said: “With this sponsorship, we widen our engagement in sports and continue our brand strategy consequently. Because of the rising popularity of handball in Europe we are expecting a high reach and a constant media presence. Not least we reach as tyre partner further relevant target groups to which we have had difficult access so far.”