tyre.media Sailun Smart Performance for puck hunters
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Sailun Smart Performance for puck hunters

02 June, 2025
2 min. read
This long-term partnership significantly strengthens Sailun’s current commitment to sports

This long-term partnership significantly strengthens Sailun’s current commitment to sports

Sailun Tyre has become a sponsor and exclusive tyre partner of the Czech ice hockey club BK Mladá Boleslav Amsterdam in Prague.

BK Mladá Boleslav play in the Tipsport Extraliga, the highest division in the Czech ice hockey system.

This long-term partnership significantly strengthens Sailun’s current commitment, to sport and broadens its target group communications approach which is focused around smart and emotional experiences.

The aim is to sustainably increase brand awareness and perception in the Czech Republic and Europe, one of the increasingly important sales regions for the global tyre manufacturer, who hold the position as the 10th largest manufacturer in the world and the 10th most valubale tyre brand globally.

Sailun will also benefit from extensive brand exposure, including perimeter advertising in BK Mladá Boleslav‘s ŠKO-Energo Aréna, which seats over 4,000 spectators, advertising on the players shorts and on the ice. In addition, there is now a presence in the VIP hospitality area and integration in various online and digital broadcasts on the BK Mladá Boleslav channels and sports coverage.

We are looking forward to the partnership with BK Mladá Boleslav. Anyone who has ever seen an icehockey game knows how the fans and teams celebrate ice hockey. Which is even more popular than soccer in the Czech Republic and other European markets as a high precision as well as passionate team sport and is also very technical and entertaining.

Stephan Cimbal, Director of Marketing at Sailun Tyre Europe (STE)

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