As part of Yokohama’s official partnership with Chelsea FC, the five-time Premier League Champions are working closely with the brand to help activate a new global sales campaign, using their ‘Drive for More’ creative positioning.
The campaign will run across the Japanese tyre company’s five key overseas markets – India, Malaysia, Vietnam, France and Iberia – to help deliver existing and new retail partner sales as well as engaging international fans of the club. The campaign will be activated globally by Pitch Marketing Group.
Chelsea FC legend and global football icon, Didier Drogba, has been announced as the face of the campaign for Yokohama and will participate in a series of B2B VIP events in each territory which will offer its customers the opportunity to meet with the superstar.
The campaign will also be delivered through 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.
Drogba epitomises what it means to ‘Drive For More’ as a professional footballer. He made his Chelsea 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.
Didier Drogba, the Yokohama ambassador, 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, added: “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, also said: “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.”