Chris Reed
Jun 1, 2012

Maxxis never tyres of global partnership marketing

In the last few weeks Maxxis have formed partnerships with Liverpool FC and The New York Nicks. Both powerhouse, global sporting brands that are popular beyond their borders.Maxxis are a global ...

Maxxis never tyres of global partnership marketing

In the last few weeks Maxxis have formed partnerships with Liverpool FC and The New York Nicks. Both powerhouse, global sporting brands that are popular beyond their borders.

Maxxis are a global power brand of the new world order. They understand global marketing. Never heard of them?

For over 43 years Maxxis International have delivered high-quality tyres to both original equipment and aftermarket customers The company has operations in Asia, Europe and North America and its products are distributed in approximately 170 countries. They’re a big deal in transport.

Jeremy Lin, stars for the New York Nicks basketball team and now every Taiwanese/Korean brand wishes to be associated with his success, watched avidly in Asia. Maxxis being the latest. One of the things American sport (outside of US Football) does very well is market their brand outside of America. New York Yankees being the classic case of a world sport super brand.

As part of the partnership during home games at Madison Square Gardens, Maxxis branding will appear in various places around and in the court as well gaining collateral to offer as competition prizes.

What I liked about the Maxxis association is that they have a massive sport sponsorship focus and they make it work for them globally. They sponsor the Australian Open, Motorcycle Events, various baseball teams including the Yankees, Carting, MotorCross and many more sporting events that are all linked in  some way to movement if not tyres. They do it globally with sports that will appeal to the target audience in America as much as in Asia. They have now extended their deal with Liverpool FC to accentuate this powerful strategy.

Maxxis Tyres first joined Liverpool FC in 2009 and has enjoyed many successful and engaging campaigns with LFC fans, with money can’t buy prizes in partner hospitality and increased brand awareness through online inventory and LED advertising on match days which is shown to millions of fans around the world, especially in Asia where Maxxis are huge, as are Liverpool.

The new deal will see Maxxis Tyres reach supporters in new territories as Liverpool FC grows its presence across global markets and builds on its heritage as one of the world's biggest football brands. If only they could be as successful in the Premier League as they could be at creating global partnerships!

Ian Ayre, Managing Director, Liverpool FC, said: “As with all our partnerships, we have taken time to form a relationship with Maxxis so we can support mutual goals more effectively and provide significant brand visibility.” All very good but I am sure that Maxxis along with all other Liverpool fans are probably wondering who will be managing the club next year…….

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