CEAT International has extended its Official Tyre Partnership deal with Serie A club Torino FC. Cairo Pubblicita, a company of the Cairo Communication group, played an important role in the successful extension of this agreement.
The agreement that was first signed in 2018 for two seasons will now run until the end of the 2021-22 season. The deal is reportedly estimated to be worth $200,000 per season. Cairo Pubblicita holds the marketing and commercial rights of Torino FC, so it is not surprising to see them brokering this deal.
The partnership makes the tyre manufacturer the club’s official tyre sponsor. According to the terms of the agreement, CEAT branding will feature at the club’s stadium on matchdays, ticketing services, and official website. With this deal, the brand will try to expand its presence in the European market.
Amit Tolani, Chief Marketing Officer of CEAT Tyres LTD, said, “We are extremely proud to extend our relationship with Torino Football Club, one of Italy’s most prestigious and historical Clubs. This collaboration has been high-yielding for the brand CEAT thanks to its fortified presence in Italy. The renewal will only continue to further expand our presence and position our products into the global markets.”
Andrea Ancora, Vice General Manager of Cairo Pubblicita, also expressed happiness about this deal since both parties have benefitted from the collaboration for years.