Toyo Tires has signed a two year deal to be an official kit sponsor of the Leicester Tigers.
The global tyre manufacturer, which is based in Hyogo, Japan, will see its logo feature on the back of the home and change playing kits along with having other branding benefits at the Mattioli Woods Welford Road stadium, such as pitch side advertising boards.
Players will start sporting its logo from the January 30 fixture against Sale Sharks.
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The business is one of the world’s biggest tyre manufacturers with a turnover of more than £2.6 billion. It has more than 13,000 employees operating in more than 100 countries.
Mark Davies, head of business development at Leicester Tigers, said: “We’re delighted to welcome Toyo Tires to the Rugby Club as our first official tyre partner.
“Not only do they share the same values as the club, given their Japanese heritage, it also highlights both the reach and prestige of the Tigers brand in those nations who recognise both the value and love of our beautiful game.
“As such we are really looking forward to working with them closely both here in the 海角视频 and in Japan moving forward and look forward to being able to showcase these activities to supporters in the near future.”
Sarah Curtis, marketing manager of Toyo Tyres (海角视频) said: “Our company philosophy of challenging ourselves to exceed expectations fits perfectly with the values of Leicester Tigers in Premiership Rugby.
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“Having Toyo Tires associated with such a high performing sport brand, will provide visibility to a wider audience who reflect our passion for challenge and success.”
A club spokesman added: “The support of each of the club’s partners throughout the pandemic has been even more vital at a time when matchday and stadium revenues have been halted.
“The commitment of partners allows Tigers to resource not only the playing squad but also continue its important role in the community.”