Hankook Tire & Technology signs official partnership with Qatar Stars League

Hankook Tire & Technology announced Wednesday that it will serve as the official tire partner of the Qatar Stars League, Qatar's top professional football competition, for the 2026/27 season.

The company signed the partnership agreement with the Qatar Stars League alongside its local partner, IMALCO.

The Qatar Stars League is the premier professional football competition in Qatar. Twelve clubs will compete in the 2026/27 season, including prominent sides Al Sadd, Al Duhail and Al Rayyan.

Under the partnership, Hankook Tire & Technology will serve as an official partner across more than 100 matches during the season. The company plans to sustain visibility for its global brand, Hankook, through LED advertising boards and large scoreboards inside stadiums throughout the campaign.

The company will also run sports marketing activations and local engagement programs targeting fans at matches. Through these efforts, it aims to raise brand awareness across Qatar and the broader Middle East, expanding its reach with local consumers through football.

In the Middle East market, Hankook Tire & Technology has been reinforcing its premium brand image by leading with its flagship tire brand Ventus and its electric vehicle tire brand iON. The company has continued marketing activities aimed at local consumers, including new product launches and brand films.

Hankook Tire & Technology also maintains a broad portfolio of global sports sponsorships. In addition to the Qatar Stars League, the company holds partnerships with Al Ain FC, Al Ittihad, the UEFA Europa League, the UEFA Europa Conference League, Borussia Dortmund and the Ballon d'Or.

Hankook Tire & Technology is South Korea's top-selling automotive tire company. It operates through four global regional headquarters, more than 30 overseas subsidiaries, eight production facilities and five R&D centers, selling tires in more than 160 countries and generating over 85 percent of its total sales from international markets.