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.”

The Victra Sport 6 and HP6 tyres from Maxxis have won the Red Dot Product Design Award for 2025 in the Vehicle Accessories category.

The Maxxis Premitra HP6 features improved rolling resistance, effective braking, a smooth ride, improved mileage for longer travel and accurate handling in wet situations. Designed for sport and luxury automobiles, the Maxxis Victra Sport 6 is an ultra-high-performance tyre that works well with electric and plug-in hybrid vehicles. It offers outstanding handling and performs quite well at sporty, faster driving. Both the tyres are available in Europe.

Red Dot Award winners are selected by a panel of 40 worldwide professionals who test, analyse and assess each entry in one of the biggest design contests in the world. The categories for awards include Design Concept, Brand Communication and Product Design. Winners will receive the Red Dot trophies during a banquet in Essen, Germany, on 8 July.

Continental's SportContact 7 tyre has emerged the test winner in this year's Auto Bild sportscar summer tyre test (issue 6/25) with an overall grade of 1.2 (exemplary).

Seven tyre models in the sizes VA 245/35 R 20 and HA 295/30 R 20 from European, Asian and American manufacturers were tested by the editors. The Lotus Emira served as the test car. The SportContact 7 scored top marks in wet handling, cornering, braking and aquaplaning. It had a 43.7-metre braking distance from 100 kmph on wet asphalt, which put it four metres ahead of the second-place tyre and eleven meters ahead of the last-place tyre. It clinched an intermediate score of 1- for the wet tests, which puts it far ahead of its rivals in the test field. After 31.2 metres at 100 kmph in the dry testing, the tyre came to a complete stop. Overall, the tyre received an intermediate 1- throughout the five dry categories.

The SportContact 7 is specifically made for high-performance sports cars that may be powered by electricity or conventional power. Several automakers have authorised it, and it comes in sizes ranging from 18 to 24 inches. Continental concentrated on achieving excellence in every performance criterion throughout development in order to maximise driving enjoyment and safety.

Andreas Schlenke, tyre expert at Continental, said, "The SportContact 7 took first place in the AUTO BILD sportscar test in both wet and dry conditions. This once again proves its leading position in the sports and UHP tyre segment.”

The final verdict from the tyre testers read: "Conti's sport tyre sets the standard for braking on dry and wet roads and offers a big plus in driving safety. Stable, well-balanced handling on dry roads.”

The U.S. Tire Manufacturers Association (USTMA) has welcomed the bipartisan passage of H.J.Res. 61, a resolution that improves environmental stewardship and lessens financial constraints on tyre manufacturing plants.

The resolution, co-sponsored by more than 20 representatives from 14 states and introduced by Representative Morgan Griffith (R-Va.), repeals the EPA's 29 November 2024 updated rule on Rubber Tire Manufacturing National Emissions Standards for Hazardous Air Pollutants (NESHAP). With nine co-sponsors, Sen. Tim Scott (R-S.C.) spearheaded the campaign in the Senate with S.J.Res. 24. Before the House vote, USTMA sent in a letter of support for the measure. 

According to the EPA's own evaluation in 2020, the current guideline offers a sufficient margin of safety to safeguard human health and avert a negative environmental impact. On 29 November 2024, however, the EPA released an updated final NESHAP rule that added emission restrictions for total hydrocarbons (THC) and filterable particulate matter to the current NESHAP regulation, in defiance of the agency's own judgment. Because of this, tyre factories must build and run a large number of control devices called regenerative thermal oxidisers, which require a large amount of natural gas to burn impurities. In an effort to lower insignificant HAPs, these new control devices raise carbon emissions while placing a heavy financial burden on tyre manufacturing facilities with no clear emissions reduction target.  

The EPA's objective to protect America's clean air is shared by USTMA member companies. In order to reduce the negative impacts on the American tyre manufacturing business, the environment and the American economy, the USTMA supports Congressional action to overturn this final rule, even as it continues to collaborate with the EPA, the association stated.

Anne Forristall Luke, President and CEO, USTMA, said, “Tyre manufacturers have long understood and complied with the existing NESHAP standards to reduce hazardous air pollutant (HAPs) emissions from tyre manufacturing. However, the agency’s revised final NESHAP rule creates an adverse environmental impact, while imposing significant financial burdens on tyre manufacturing facilities and providing negligible, if any, benefits. The industry appreciates the Congressional leadership and bipartisan efforts in getting this resolution passed.”

China's tyre industry posted modest growth in 2025 with its total brand value edging up from USD 2.7 billion to USD 2.8 billion, according to Brand Finance's latest Tyres 25 2025 report.

Sailun strengthened its position as China's most valuable tyre brand with a 13 percent increase in brand value to USD 905 million. The manufacturer achieved a significant milestone by breaking into the global top 10 for the first time, displacing Japan's Toyo Tires. Sailun also emerged as China's fastest-growing tyre brand this year, with Brand Finance's market research highlighting the brand's strong credibility both domestically and in international markets.

Linglong Tire retained its status as China's strongest tyre brand despite a 2 percent decline in brand value to $785 million. The company recorded a Brand Strength Index score of 62.6 out of 100, earning an A+ brand strength rating. According to Brand Finance's analysis, Linglong's performance is primarily driven by its eco-friendly product range and overseas expansion initiatives.

"China's tyre sector may have seen modest growth, but brands like Sailun and Linglong Tire are clearly leading the charge. Sailun's rise in global rankings is a testament to its growing reputation, not just in China but around the world. The brand’s growth is driven by high credibility both locally and internationally, while Linglong continues to maintain its position by focusing on brand strength and sustainability. These brands prove that even in a challenging market, staying innovative and connected to consumers can drive real success,” said Scott Chen, Managing Director of Brand Finance China.

Other Chinese brands featuring in the global rankings include Sentury Tire (down 12 percent to USD 332 million) at 19th position, CST (down 1 percent to USD 289 million) at 22nd, and Triangle Tyre (valued at $226 million), securing the 25th spot.

The combined brand value of the world’s top 25 tyre brands increased by 5 percent to $38.8 billion, outperforming the largely stagnant broader automotive industry. Manufacturers are heavily investing in innovation to meet evolving market demands, including green tyre technology, innovative RFID-enabled products and specialised offerings for electric vehicles.