Tyre giant Maxxis has kicked off the football season with three Barclays Premier League signings.
It has extended its sponsorship of Liverpool FC, renewed its deal with Aston Villa FC and scored a new contract with Sunderland AFC to help build its presence in the North East.
The Liverpool FC deal includes pitchside LED advertising at home games, ads in the This is Anfield matchday programme and LFC Magazine, on Liverpool FCâ€™s own TV channel and on www.liverpoolfc.tv.
As an Official Partner of the football club, Maxxis is also planning promotional spin-offs using Liverpool FCâ€™s logo and imagery on items such as pens and T-shirts.
The Aston Villa agreement involves perimeter advertising and a VIP Executive hospitality box at Villa Park, while the new Black Cats deal includes LED adverts along the main touchline at the Stadium of Light.
The company hopes the deals will boost interest from the tyre buying public in the brand and drive business to its Grouptyre distributors in these key regions.
It will also benefit from TV coverage of Premier League fixtures by the BBC, Sky and ESPN, estimated to attract a combined annual audience of over three billion people.
The sponsorships align with the tyre companyâ€™s global marketing strategy, which includes baseball sponsorship with the New York Yankees, Chicago White Sox and LA Dodgers.