Yokohama Rubber official partner of Italy’s Juventus Football Club
Hiratsuka, Japan—The Yokohama Rubber Co., Ltd., announced that Yokohama Europe GmbH (YEU), the Yokohama Rubber Group’s European regional headquarters company, has entered into a multi-year Official Partnership agreement with Juventus Football Club, a prestigious club competing in Italy’s top professional football league, Serie A.
The agreement will strengthen and expand Yokohama Rubber’s contact points with potential customers in the European market and help further raise awareness of the YOKOHAMA tire brand. In 2023, the Yokohama Rubber Group established a tire sales company in Italy, one of Europe’s major tire markets. Yokohama Rubber’s novel measures to strengthen its European business have also included serving as the Official Tire Partner for the men’s professional tennis ATP Tour since 2024. Such measures have contributed to the steady expansion of sales of YOKOHAMA tires in Europe. Yokohama Rubber expects the partnership with Juventus FC, one of Europe’s most prestigious football clubs, to expand recognition of the YOKOHAMA brand to a broader customer base and contribute to sustainable growth of its business in the European market.
Founded in 1897 in Turin, Juventus FC has become a powerhouse in Italian and European football. It has won a record 36 Serie A league titles as well as a record 15 Coppa Italia trophies. In addition, Juventus FC’s success in other major European football competitions, including two UEFA Champions League titles and three UEFA Cup (now UEFA Europa League) titles, has won it the support of football fans around the world.
The Yokohama-Juventus partnership will be communicated to fans worldwide through Juventus FC’s official social media, which has approximately 200 million1 followers, the largest number among Italian sports brands1 and one of the largest among football (soccer) clubs worldwide. About 90% of these followers are outside Italy, evidence of Juventus FC’s strong global influence. During the partnership period, YEU will implement various promotional measures, including advertising at Juventus FC’s home Allianz Stadium and at fan events as well as hosting YEU events at Allianz Stadium and cooperating with Juventus on the creation of promotional merchandise.
The consumer tire strategy in Yokohama Rubber’s three-year (2024–2026) medium-term management plan, Yokohama Transformation 2026 (YX2026), aims to maximize the sales ratios of high-value-added tires by expanding sales of YOKOHAMA’s global flagship ADVAN brand, the GEOLANDAR brand of tires for SUVs and pickup trucks, winter tires, and 18-inch and larger tires. Yokohama Rubber also is implementing “Product and Regional Strategies” focused on strengthening the development, supply, and sale of tires that respond to specific trends in each regional market.