Yokohama Signs Drogba For Global Chelsea Campaign
Japanese tyre brand Yokohama has unveiled plans for a major global campaign as part of its official partnership activation with Chelsea FC.
The partnership will be at the heart of a new worldwide sales push, centred on the brand’s ‘Drive for more’ positioning, and fronted by new brand ambassador, former Chelsea star Didier Drogba.
As part of the campaign, Drogba will participate in a series of B2B VIP events in Yokohama’s five key markets of India, Malaysia, Vietnam, France and Iberia.
The campaign will be activated internationally by Pitch Marketing Group, with the aim of helping to deliver existing and new retail partner sales as well as engaging international fans of the five-time Premier League champions.
It will also include a series of B2C point-of-sale initiatives including premium club-focused marketing materials and rewards. These assets will be available for tyre-dealers in each local market to incentivise sales.
Proud to be working again with @chelseafc as ambassador for @yokohamachelseafc #yokohama #chelseafc pic.twitter.com/GBN8jeVJq7
— Didier Drogba (@didierdrogba) September 4, 2018
Commenting on his global ambassador role with Yokohama, Didier Drogba said: “Chelsea has been such a huge part of my life and career, and I am so proud of the continued popularity of the club across the world. I am looking forward to working with Chelsea FC and Yokohama on this campaign, and meeting the Yokohama community and fans of the club in each of these regions.”
Chris Townsend OBE, commercial director at Chelsea FC, said: “Since becoming Chelsea’s title partner in 2015, the relationship between Yokohama and the club has grown from strength to strength. We are delighted to be working together on this international ‘Drive For More’ campaign, enabling Yokohama to become a prominent global brand with a focus on generating a significant increase in sales across the world.”
Takaharu Fushimi, managing officer and head of tire overseas sales & marketing division at The Yokohama Rubber Co. Ltd, added: “We are pleased to announce Didier Drogba as the global ambassador for this campaign given his legendary status at Chelsea FC and his true global appeal. This campaign clearly highlights how both Yokohama and Chelsea FC are effectively collaborating to implement sales-focused activations in our key overseas markets.”
Drogba made his Chelsea FC debut in August 2004 following what was a record signing for the club at the time. His tenure included four Premier League titles, a decisive penalty in the 2012 UEFA Champions League Final and a ranking as the fourth highest Chelsea goal-scorer of all time.
