Hankook Tire & Al Dobowi Group Partner with UAE’s Al Ain FC
Hankook Tire and Al Dobowi Group Sign Official Partnership with UAE Pro League’s Al Ain FC. Hankook Tire & Technology, a major global tyre maker, and its long-time UAE distributor Al Dobowi Group have signed a three-season official partnership with top United Arab Emirates Pro League football club Al Ain FC, beginning January 2026. The deal was formalised at the Hazza Bin Zayed Stadium in Al Ain, marking a strategic boost to Hankook’s brand presence in the Middle East.
Al Ain FC is one of the UAE’s most successful football clubs, boasting 14 league titles and two AFC Champions League trophies, and currently holds a top position in the 2024/25 Pro League season. Under the partnership, Hankook will be featured on LED advertising at the stadium and engage fans through VIP hospitality initiatives and special membership programmes, leveraging the club’s strong regional fan base to strengthen its premium brand image.
Jong Woo Kim, Vice President of Hankook’s Middle East & Africa division, said the move will help the company “enhance communication with local customers and expand brand touchpoints,” while Al Dobowi Group Chairman Surender Singh Kandhari emphasised the shared commitment to performance and long-term growth.
Editor’s View: Sports Partnerships and Tyre Brand Value
This partnership highlights how tyre companies like Hankook are increasingly using sports marketing to elevate brand visibility in key regions such as the Middle East. Football clubs with passionate fan bases offer high-impact platforms for brand exposure, especially through stadium displays and fan engagement programmes. Such collaborations can reinforce a tyre company’s premium positioning, building stronger consumer recognition and loyalty across diverse markets.
For the tyre industry, strategic tie-ups with successful sports teams can also create emotional connections with customers, enhancing brand preference beyond traditional automotive channels. When tyre brands align with sporting excellence, it reflects their performance ethos, a message that resonates well with drivers and fleet managers alike.
