Hankook Tire Signs Official Partnership with "Gulf Cup 2026"... Diversifies Middle Eastern Partnerships

Hankook Tire & Technology (hereafter Hankook Tire) is diversifying its sports partnership strategy in the Middle East region.

On September 22, Hankook Tire announced that the company will participate as an official partner of the "Gulf Cup 2026," which will be held in Jeddah, Saudi Arabia until October 6, 2026.

The "Gulf Cup," now in its 27th edition this year, is organized by the Arab Gulf Cup Football Federation (AGCFF). It is the most prestigious football tournament in the Middle East, with national teams from eight Gulf countries—Saudi Arabia, United Arab Emirates, Qatar, Kuwait, Bahrain, Oman, Iraq, and Yemen—competing.

During the tournament, Hankook Tire will promote its global unified brand, "Hankook," through stadium LED advertisements, large screens, and media backdrops. Additional promotional activities include LED advertising during matches and large screen displays before, after, and during halftime.

In addition, the company will expand engagement with fans through various social media activities and interactive prize events. Hankook Tire also plans to invite major customers and local business partners to the tournament, providing on-site brand experiences and strengthening relationships with customers and partners.

With this partnership, Hankook Tire is expanding its Middle Eastern partnerships—which previously focused on clubs and leagues such as Al Ain FC and the Qatar Stars League—to an international tournament featuring national teams. The company aims to further strengthen brand touchpoints across the entire Gulf Cooperation Council (GCC) region.

Based on the previous tournament, the "Gulf Cup" was a mega sporting event with a cumulative viewership of 85.1 million people across 168 countries and about 19.8 billion social and online media impressions. This year's event provides even more opportunities for Hankook Tire to increase its brand exposure in the Middle East.

Meanwhile, Hankook Tire is accelerating its communication with global sports fans by expanding its diverse sports partnerships—not only in the Middle Eastern arena with the Qatar Stars League, Al Ain FC, and Al Ittihad, but also through sponsorship of major events such as the Europa League, UEFA Europa Conference League, Borussia Dortmund, and the Ballon d'Or.

This content was produced with the assistance of AI translation services.