With the first season of their official partnership complete, GT Radial has announced the extension of their tenure as the Official Tyre Partner of the Champions Hockey League (CHL). This comes after a highly successful first season which saw a huge boost in engagement and awareness for both brands. Billed as the greatest ice hockey competition in Europe, GT Radial are pleased to continue working with the HCL and continue to promote their brand across Europe. There is a particular focus on this for northern, central and eastern countries where ice hockey is a national sport.
Receiving advertising across all Champions Hockey League games, GT Radial’s brand will also be present on tickets, the CHL website, official media backdrops and also on-site promotions and tailored digital activities.
It has been announced that GT Radial are set to place a particular focus on the GT Radial WinterPro2 Sport within their marketing activities during this second season with the Champions Hockey League. The WinterPro 2 Sport is a winter tyre which has been developed specifically for the UHP (Ultra High Performance) market. The brand’s choice to push a UHP tyre within their marketing is no coincidence; GT Radial believe it shares a direct correlation with the speed and precision seen in the thrilling ice hockey games delivered by the Champions Hockey League.
Moreover, GT Radial is set to receive its own branded merchandise, including ice hockey jerseys, a STIGA sports equipment game and pucks. The brand is planning to use all items at its disposal, along with clever social media marketing, to reach fans and customers alike.
Stefan Brohs, Marketing Director – Europe for Giti Tire, manufacturer of GT Radial, stated: “Our first season was a great success, not just across all measurable marketing objectives but the hugely positive response we received at the games. Continuing this winning approach is a positive plan of attack.”
Martin Baumann, CEO for Champions Hockey League, also added to this: “Any partner is only as good as their time and enthusiasm, GT Radial has embraced the CHL and in turn the fans have embraced the brand. They will definitely be more impactful on the event experience going forwards.”
The next Champions Hockey League season is set to run from September 2022, continuing throughout autumn and winter until February 2023. With a roster of 32 teams from 13 leagues playing a total of 125 matches, this will provide GT Radial with a steady stream of brand awareness across TV, print, radio and online through both the official CHL website and also on social media.
When the partnership between GT Radial and the CHL was originally announced back in May 2021, Brohs highlighted it is “a perfect fit between GT Radial and the CHL, both brands embrace an exciting, dynamic and fast-moving personality and both brands know how to deliver an exhilarating product”.
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