Chinese tire giant Linglong Tire has announced a landmark multi-year partnership with Chelsea Football Club, becoming the Premier League club’s Official Tire Partner. The collaboration, which is set to run over several seasons, will see Linglong Tire increase its global presence through strategic marketing efforts and an extensive branding campaign alongside one of football’s most recognised names.
As part of the agreement, Linglong’s brand will be visible at Chelsea’s Stamford Bridge stadium, with prominent pitchside advertising during Premier League, FA Cup, and League Cup matches. The partnership also extends to Chelsea’s men’s and women’s teams, ensuring widespread exposure across the football club’s numerous high-profile competitions. Additionally, the partnership will be activated through bespoke content, fan engagement initiatives, and digital collaborations that aim to strengthen the emotional connection between Linglong and Chelsea’s worldwide supporters.
Building a Global Presence
Linglong Tire, already a dominant player in the tire industry, views this partnership as an integral step in expanding its global footprint, particularly in key markets. By aligning with a world-renowned football club, Linglong seeks to leverage Chelsea’s vast international fan base and the global appeal of the Premier League to showcase its products and values.
Wang Feng, Chairman and President of Linglong Tire, emphasised the significance of the partnership in advancing the company’s international goals. “Becoming the official global partner of Chelsea Football Club is an important milestone in Linglong Tire’s internationalisation strategy,” he said. “We cherish this opportunity and will fully utilise it to showcase the brand charm and product strength of Linglong Tire to the world. We look forward to working with Chelsea to deliver passion and excellence to fans and consumers worldwide.”
The company plans to use this collaboration to introduce Linglong’s tires to new markets while reinforcing its reputation in established territories. The official Chelsea team coach, which will be equipped with Linglong tires, serves as a symbolic testament to the quality and reliability of the brand’s products.
Chelsea’s Perspective
Chelsea FC, one of the most storied and successful clubs in English football, has expressed excitement about the new collaboration. Casper Stylsvig, Chief Revenue Officer at Chelsea FC, hailed the partnership as a strategic move for both parties: “We are delighted to welcome Linglong Tire as our new official global tire partner, an ambitious and innovative company committed to excellence in manufacturing, service, and brand.”
Stylsvig also highlighted how the partnership provides Chelsea with the opportunity to expand its influence in the Chinese market: “We look forward to contributing to Linglong’s global growth plans and collaborating with a prestigious Chinese brand to grow our footprint in China.”
This latest sponsorship deal comes at a time when football clubs are increasingly looking eastwards to engage with the ever-growing fan base in Asia. For Chelsea, the deal represents an opportunity to tap into the lucrative Chinese market, where Linglong is a household name.
A Shared Vision for Excellence
The collaboration between Linglong and Chelsea marks the coming together of two brands with a shared commitment to excellence. Founded in 1905, Chelsea has become synonymous with success in modern football, winning numerous Premier League titles, FA Cups, and European competitions. The club’s history of excellence and its global influence make it a perfect partner for Linglong Tire, which has built its reputation over the past half-century through innovation, quality, and a drive for perfection.
Linglong Tire exports its products to 173 countries and has earned a loyal customer base worldwide. The company’s longstanding pursuit of quality is reflected in its cutting-edge tire technology, designed to enhance performance, safety, and sustainability. Wang Feng underscored the synergy between the two organisations, noting that the partnership is more than just a commercial deal: “The cooperation between Linglong Tire and Chelsea FC is not only a powerful combination of brand strength and market influence but also a profound resonance of the spirit of pursuing excellence.”
Looking Ahead
As the partnership takes shape, both Linglong and Chelsea are set to benefit from a wide range of collaborative opportunities, from co-branded marketing campaigns to exclusive fan engagement experiences. The connection between the two brands will also be reinforced on social media, where Linglong plans to engage Chelsea’s millions of followers with unique content and behind-the-scenes access to the club’s star players.
For Linglong Tire, this partnership represents a chance to shine on the world stage, further showcasing the strength of Chinese manufacturing and innovation in a highly competitive global market. The company remains committed to winning the trust and admiration of consumers worldwide through its dedication to quality and performance.
As Chelsea Football Club continues its pursuit of silverware, Linglong Tire will be there every step of the way, driving the team forward with its superior tire technology and commitment to excellence. Together, they are poised to create an enduring partnership that resonates with fans and consumers across the globe.
