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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Continental is accelerating its commitment to sustainability by integrating a growing proportion of renewable and recycled materials into its tyre manufacturing. The company’s current average of 26 percent is projected to rise by several percentage points within the year, with a strategic goal of reaching at least 40 percent by 2030. A central pillar of this initiative involves rethinking the sourcing of two essential components: rubber and resins.

Rubber is a fundamental material, constituting up to 40 percent of a modern high-performance tyre’s weight. Continental utilises a complex blend of up to 100 different raw materials, engineered into numerous customised rubber compounds for each tyre. The portfolio includes both natural rubber, prized for its durability and resistance in critical areas like truck treads, and synthetic rubber, which enhances braking performance and rolling resistance in passenger vehicles. The company is now progressively replacing conventional fossil-based synthetic rubber with more sustainable alternatives. This includes synthetic rubber derived from used cooking oil and pyrolysis oil from end-of-life tyres, sourced from certified partners like Synthos and TotalEnergies Cray Valley.

Complementing rubber, specialised resins are vital for optimising a tyre’s performance characteristics. These resins help fine-tune the balance between elasticity and resilience, which directly improves wet grip, abrasion resistance and energy efficiency. Continental is incorporating circular resins, also certified under the ISCC PLUS standard, which originate from renewable feedstocks like vegetable oil or used cooking oil.

Furthermore, the company is adopting sustainable alternatives for key additives. For instance, it is the first tyre manufacturer to use a certified biocircular version of the antioxidant TMQ. Produced from waste materials such as recycled cooking oil, this additive achieves a carbon footprint over 30 percent lower than its conventional counterpart.

To systematically track and scale the use of these sustainable materials, Continental employs a mass balance approach. This method allows fossil-based, renewable and recycled feedstocks to be mixed in production while accurately attributing the sustainable content to the final product. This system provides verifiable documentation and enables Continental to continuously increase its use of certified materials across its entire tyre range.

Jorge Almeida, Head of Sustainability at Continental Tires, said, “We’re closing the loop: Continental is ramping up its commitment to a circular economy and mapping out its path for the future. Innovative solutions enable us to use more sustainable raw materials, such as synthetic rubber made from used cooking oil or resins based on certified renewable feedstocks originally derived from vegetable oil.”

Matthias Haufe, Head of Material Development and Industrialisation at Continental Tires, said, “The mass balance approach enables us to efficiently manage the complexity of the raw materials portfolio and track how these raw materials are used at multiple production sites in a wide range of markets. In this way, we can steadily increase the share of renewable and recycled materials in our tyre production – and transparently document the progress we make.”

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Giti Tire made a significant contribution to a new land speed record of 472.41 kmph on 8 August 2025, achieved by the BYD Engineering Test Prototype supercar at Germany’s ATP proving grounds. The vehicle – a Yangwang U9 Track Edition – was equipped with Giti’s advanced GitiSport e.GTR2 Pro tyres, marking a major advancement in electric vehicle tyre technology and establishing a new benchmark for high-performance electric mobility.

Giti’s involvement in this pioneering project began in April 2023, with the company leveraging its technical expertise and proven track record to become a development partner. The first prototype tyre was completed in March 2024, followed by a test run reaching 375 kmph that July at the Yangcheng Test Site. Continued refinement led to a record of 391.93 kmph for the Chinese EV market during tests at ATP in late 2024. By June 2025, advanced prototypes had already demonstrated their capability by achieving 500 km/h in controlled indoor testing, paving the way for the August record.

The GitiSport e.GTR2 Pro was specifically engineered to overcome the unique demands of electric supercars, which combine extreme weight, high horsepower and intense dynamic forces. The tyre incorporates multiple cutting-edge technologies to ensure performance and safety. These include a molecularly optimised rubber compound for strength at high speeds, ultra-high-strength aramid fibres for improved load capacity and a racing-derived profile that promotes even pressure distribution. Additional features comprise a race-grade grip formulation that significantly increases traction, a specialised structure that prevents deformation, additives for faster warm-up and a bionic sidewall design for superior cornering response. The tyre is fully certified to international standards.

This record-breaking initiative reflects Giti’s broader strategy to transfer motorsport technology to its future street-legal products, anticipating the growing electric supercar and motorsports sector. The development process for the GitiSport e.GTR2 Pro also adhered to the company's global low-carbon objectives, emphasising sustainable manufacturing.

A dedicated technical team provided comprehensive support for the record attempt, managing all tyre-related operations including usage strategy and environmental conditioning. This achievement underscores Giti Tire’s commitment to combining race-proven innovation with practical, high-performance tyre solutions for the evolving electric vehicle industry.

Ge Feng Lei, Deputy General Manager, Project Management Department, Giti Research & Development Centre, said, “We are proud to have partnered with BYD on the Engineering Test Prototype project and to have contributed to this historic achievement. This record validates our technical expertise and reinforces our commitment to enabling the next generation of sustainable, high-performance electric mobility.”

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Indian tyre manufacturer secures top grading for the second time in a comprehensive health and safety audit

Indian tyre manufacturer CEAT Limited has secured a five-star rating from the British Safety Council following a comprehensive occupational health and safety audit at its Halol manufacturing facility, the company announced on Monday.

The audit, conducted by the UK-based British Safety Council, evaluated CEAT’s health and safety policies, processes and practices through documentation reviews, management interviews and operational sampling across more than 50 component elements.

This marks the second occasion the Halol plant has achieved the prestigious five-star grading, having first earned the recognition in 2016. The latest assessment brings CEAT’s total to four facilities holding British Safety Council accolades, alongside plants in Nagpur, Chennai and Ambernath.

“The award of a five-star grading following our occupational best practice Health and Safety Audit is an outstanding achievement and is reflective of a proactive organisation which is committed to continual improvement in its health and safety arrangements and managing risks to workers’ health, safety and wellbeing,” said Mike Robinson, CEO of the British Safety Council.

The Mumbai-based company, which competes in India’s competitive tyre market alongside global manufacturers, has positioned workplace safety as a cornerstone of its operational strategy rather than merely a compliance requirement.

“Earning the Five Star rating from the British Safety Council is a significant milestone that underscores CEAT’s unwavering commitment to occupational health, safety, and wellbeing,” said Jayasankar Kuruppal, Senior Vice President, Manufacturing, CEAT. “At our Halol plant, safety is not treated as a regulatory requirement but as a core value embedded in our culture and operations.”

The recognition comes as Indian manufacturers face increasing scrutiny over workplace safety standards, particularly in heavy industrial sectors. CEAT’s achievement demonstrates the company’s focus on maintaining international safety benchmarks across its manufacturing operations.

“Through investments in advanced technologies, rigorous risk management, and active employee engagement, we are creating a benchmark for world-class manufacturing practices,” Kuruppal added.

The British Safety Council’s five-star rating represents the highest tier in the organisation’s occupational health and safety audit framework, reserved for companies demonstrating best-practice standards in worker protection and safety management systems.

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Pirelli celebrated a dominant one-two finish at the Rally of Ceredigion, the penultimate round of the 2025 FIA European Rally Championship. Jon Armstrong secured a commanding victory in his Pirelli-equipped Ford Fiesta, finishing over 29 seconds ahead of fellow Pirelli driver Jürgenson Romet in another Fiesta.

The success extended beyond the podium as Andrea Mabellini delivered a powerful performance in his Pirelli- equipped Skoda Fabia, winning the Power Stage. This critical result earned him valuable points, moving him into second place in the overall championship standings ahead of the season's final round. The Welsh victory also propelled Pirelli into the lead of the Tyre Manufacturers’ championship.

This outstanding team result was made possible by the exceptional performance and consistency of the complete P Zero range, which was used in its entirety for the first time this season. Crews were equipped with P Zero tyres in hard, medium and soft compounds, perfectly suited to the cool Welsh temperatures. The versatile Cinturato wet tyre also proved indispensable, providing crucial grip on rain-soaked stages.

Pirelli’s winning weekend was further highlighted by a victory in the FIA European Historic Rally Championship, where Jari-Matti Latvala won the Greek round driving a Toyota Celica on Pirelli tyres.

Terenzio Testoni, Pirelli Rally Activity Manager, said, “Our products for both dry and wet conditions once again demonstrated their versatility across all surfaces, in extremely variable and challenging conditions. We are heading for a thrilling championship finale: both Mabellini and Armstrong remain firmly in contention for the title. In Croatia, for the final round of the season, we will undoubtedly witness a fierce battle – and tyres will once again prove decisive. In the meantime, congratulations to Jon for his victory here in Wales: he showed authority and composure, as well as talent. Our congratulations also go to Romet, another promising young driver selected through the FIA Rally Star programme, supported by Pirelli.”

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