South Korea's Kumho Tire Co. announced on Thursday that it signed a three-year strategic partnership agreement with Eintracht Frankfurt, Germany's Bundesliga team.
Kumho Tire will involve an advertising presence in the stadium and hospitality areas and social media activities.
The company will support the men’s and the esports teams and plans to run joint campaigns.
The company aims to capitalize on the growing popularity of football in Europe, where its sales have surged by 44% year over year.
Over the past five years, Kumho Tire's average annual sales growth exceeded 20% in the European market.