Nexen Tire, a leading global tyre manufacturer is celebrating the continued success of its nearly decade-long partnership with Manchester City Football Club (Manchester City).

The tyre major states that the collaboration has not only yielded excellent results for both the company and the football club but also serves as a benchmark for sports marketing success. Over the past 10 years, Nexen Tire has grown into a global brand with annual sales of 2.7 trillion KRW (approx. USD 2 billion), while Manchester City has made football history with a record-breaking four consecutive Premier League titles, amongst other accolades.

It was in 2015, when Nexen Tire first entered into a partnership with Manchester City. Since then, fans across Europe and around the world have seen the Nexen Tire brand on digital boards at Manchester City's home, the Etihad Stadium. The partnership has enabled Nexen Tire to leverage the club’s image and sponsorship rights, engaging in various marketing activities to enhance global visibility.

At the time, Nexen Tire states its brand awareness in Europe was relatively low, making the partnership with Manchester City a bold investment. With Manchester City’s global fan base, this partnership offered Nexen Tire an unparalleled opportunity to boost its presence in the global market.

The partners are said to share a common trait: they are both fast-growing entities in their respective fields. This mutual ambition has strategically strengthened the partnership, with Travis Kang, Global CEO of Nexen Tire, describing it as a "key investment in targeting the European market" during an interview at the beginning of the partnership.

Leveraging sports

It was in 2010, Nexen Tire's foray into sports marketing began in Korea, when it became the official sponsor of the professional baseball team, ‘Nexen Heroes’. Seeing the synergy between its dynamic brand image and the vibrancy of sports, the company actively expanded its sports marketing strategy.

Since then, Nexen Tire has continued to engage in differentiated marketing through sports sponsorships tailored to specific regional characteristics. In Europe, Nexen Tire has extended its partnerships beyond Manchester City to include clubs such as Juventus in Italy’s Serie A and SK Slavia Prague in the Czech league. It has also partnered with Major League Baseball’s San Diego Padres in North America, as well as UAE football team Al Nasr and Lithuanian basketball team Zalgiris.

The partnership between Nexen Tire and Manchester City has been renewed four times, increasing brand visibility and marketing effectiveness. In 2017, Nexen Tire became the Premier League’s first-ever official sleeve partner, expanding its sponsorship reach. By having the Nexen Tire logo on the left sleeve of Manchester City's jerseys and on LED advertising boards at the stadium, the brand has achieved maximum global exposure.

The tyre major has also leveraged its partnerships for various marketing activities, reaching out to not only football fans but also buyers and customers worldwide. It regularly invites global business partners to fixtures, offering them unique experiences. In 2023, Nexen Tire hosted its ‘Purple Summit’ global dealer conference in Manchester, featuring a range of activities including conference sessions, match viewing, and a Manchester City stadium tour.

Nexen Tire states it has worked with Manchester City to extend its reach to global customers, activating as part of the club's Asia tour last year, which included popular YouTube content and football academy programs. Last July, Nexen Tire also supported Manchester City’s USA tour, further promoting the brand to North American football fans.

Since partnering with Manchester City, Nexen Tire has achieved significant milestones. In 2014, prior to the partnership, Nexen Tire’s European sales stood at 333.2 billion KRW. By 2023, this figure had tripled, surpassing 1 trillion KRW. European sales increased from 18.9 percent to 37.2 percent of total sales at Nexen Tire. Despite challenging market conditions, Nexen Tire’s active investments — including the establishment of a European manufacturing plant in the Czech Republic — have created synergy with its sports marketing efforts, including its collaboration with Manchester City.

Manchester City has also flourished, with the men’s first team winning four consecutive Premier League titles from the 2020/21 season to the 2023/24 season, in addition to a historic Treble winning 2022/23 season cementing its status as one of Europe’s top football clubs. Nexen Tire has celebrated Manchester City's victories by hosting promotions and giveaways for customers to commemorate these historic achievements.

Travis Kang, Global CEO, Nexen Tire, said, “Our partnership with Manchester City has been instrumental in raising global awareness of the Nexen Tire brand. We look forward to continuing this strategic partnership and exploring new marketing programs together.”

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JK Tyre & Industries Ltd. has formally completed the merger of its subsidiary, Cavendish Industries Ltd., into its operations, a strategic move that follows Cavendish's acquisition in 2016. At that time, Cavendish was operating at only 30 percent of its manufacturing capacity for various vehicle tyres. Under JK Tyre's stewardship, the subsidiary received extensive managerial, financial and technical support, which facilitated a complete operational turnaround. Through optimised manufacturing processes, capacity utilisation dramatically increased to 95 percent. Additional expansion at the Laksar facility further bolstered its substantial contribution to the company's overall tyre production.

This consolidation is projected to generate significant value by combining operational strengths, achieving greater economies of scale, and creating a more robust and diversified product portfolio. The unified entity will also benefit from an extensive, integrated distribution network. The merger aligns with JK Tyre's enduring strategy of pursuing sustainable growth through both organic projects and strategic acquisitions. Cavendish’s successful integration represents the company’s third major operational turnaround, following previous revitalisations of Vikrant Tyres and JK Tornel Mexico, alongside the establishment of two Greenfield plants.

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Hankook Tire has further solidified its commitment to sustainable manufacturing with the recent International Sustainability & Carbon Certification (ISCC) PLUS awarded to its Daejeon plant. This globally recognised certification validates the use of bio-based and recycled materials and ensures supply chain transparency, representing the company’s third such achievement following earlier certifications at its Geumsan and Hungary facilities. At the Daejeon site, the substitution of fossil-based synthetic rubber with bio-circular polymers has substantially lowered the environmental impact across the entire product lifecycle.

This milestone reinforces Hankook Tire’s comprehensive ESG strategy, which now encompasses original equipment, replacement and motorsport tyre production. A notable example is the supply of high-performance rally tyres, incorporating up to 31 percent sustainable materials, for the 2025 FIA World Rally Championship. The company’s sustainable innovation is also evident in products like the iON evo tyre for the Porsche Taycan, which uses 45 percent recycled and recyclable materials without compromising performance. Similarly, the iON GT replacement tyre for the European market integrates up to 77 percent certified materials and has earned top EU Tyre Label ratings.

Beyond product development, Hankook Tire is pioneering future mobility solutions, showcased by a concept tyre with 81 percent sustainable materials presented at IAA Mobility 2025. In electric motorsport, as the exclusive tyre supplier for Formula E, the company has earned the FIA’s highest environmental accreditation and is set to introduce the iON Race tyre containing 35 percent sustainable materials.

To accelerate these efforts, Hankook Tire is pursuing open innovation through collaborations with technology partners such as ROTOBOOST and Solvay, focusing on advanced materials like turquoise hydrogen-based carbon black and circular silica. The company is also engaged in national research consortia to validate carbon-reduction technologies and enhance the commercial readiness of sustainable alternatives, consistently aiming to merge high performance with ecological responsibility across its global operations.

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Bridgestone India has reconstructed and revitalised the government school in Kuti village, near the National Automotive Test Tracks (NATRAX) in Madhya Pradesh, under its Corporate Social Responsibility (CSR) initiative. The project directly serves a marginalised community of tribal groups and migrant labourers from states like Uttar Pradesh and Bihar. Previously, the school operated in a perilous and crumbling structure, lacking even basic facilities for its 175 students, despite the steadfast efforts of three teachers. The new, purpose-built campus now provides structurally safe and vibrant classrooms, dedicated child-friendly spaces and access to essential amenities.

This transformation is set to dramatically improve student enrolment and daily attendance by replacing a hazardous environment with one that is secure and conducive to learning. More than just infrastructure, the initiative instils a renewed sense of dignity and aspiration in both students and their families, who work primarily as daily-wage labourers, vegetable vendors and construction workers.

Executed in collaboration with the district administration and education department, this effort reflects Bridgestone India’s core mission of driving long-term social impact through strategic community partnerships. By focusing on critical gaps in educational infrastructure for displaced and underserved populations, the company fosters an environment where children can truly thrive and communities can build a more hopeful future.

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Marking a significant milestone, the Nokian Tyres facility in Oradea, Romania, produced its one millionth tyre of the year on 20 December 2025, thereby reaching its annual production target. This new factory, inaugurated in September 2024, began deliveries in March and is dedicated to supplying passenger car tyres for the European market.

Its inaugural year saw the production of premium models like the Nokian Tyres Snowproof 2 winter tyre, upholding the company’s 90-year legacy of safety and sustainability. The product range expanded this year with the launch of two further tyres for Europe: the Seasonproof 2 all-season and the Powerproof 2 summer tyre, with more new products planned for future manufacture at the site.

Distinguished as the world’s first full-scale zero-CO2-emissions tyre factory, the Oradea plant operates entirely without fossil fuels, employing cutting-edge production technology. Upon its anticipated completion around the end of 2027, it will become Nokian Tyres’ largest global production facility, accounting for roughly 40 percent of total capacity. It represents the company’s third major manufacturing hub alongside its existing factories in Nokia, Finland, and Dayton, US. Currently, the Romanian operation employs over 500 people, underscoring its important role in Nokian Tyres’ strategic European production network.

Paolo Pompei, President and CEO, Nokian Tyres, said, “I am very proud of our entire team for their hard work in reaching this milestone. It is a strong testament to our commitment to customers across Europe, enhancing our service level and delivering innovative products that ensure safety and comfort for drivers in all conditions.”

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