Spanish soccer giants Atletico Madrid have become the latest high-profile club to enter a sponsorship deal with tyre manufacturer Falken.
The Europa League winners join a stellar list of teams on the sponsorship roster of the Japanese-owned company, which has also recently added German side Schalke to their list of partners.
Falken now have deals with soccer teams from eight different countries across Europe, expanding their pan-European partnership strategy, after securing a deal with Swedish outfit Ostersunds – and are seeking yet more deals in the European football market.
Falken managing director Markus Bogner said: “With our range of football commitment, we ensure eye-catching and efficient advertising not only in our relevant target groups, but also in our core markets.
“The previous seasons have shown that football is still the platform with the most appeal, which is why we will certainly continue to develop this commitment gradually.”
Premier League team Liverpool are also currently linked to Falken after partnering up last season, with their logo being prominently featured at Anfield. Elsewhere, the company also have deals with various clubs in Italy, France, Poland and the Netherlands, numbering 21 clubs in total.
New partners Atleti have started this season off impressively, most notably by defeating rivals Real Madrid in the Uefa Super Cup final last week.