Hankook Tire secures five-year exclusive racing partnership with Racing America
Hankook Tire has signed a five-year exclusive tire supply agreement with Racing America covering four major racing series from 2027–2031, expanding its U.S. motorsports footprint and brand visibility.
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What happened
Hankook Tire announced a five-year partnership with Racing America effective 2027–2031, serving as official tire partner and exclusive racing tire supplier across four major series operated by Racing America.
Why it matters
Motorsports partnerships drive brand awareness, validate tire performance under extreme conditions, and create direct consumer touchpoints in the U.S. market. Exclusive supply agreements lock in revenue streams and reduce competitor access to high-visibility racing platforms.
Market transmission
First-order: incremental tire sales revenue from racing series supply contracts and branded merchandise. Second-order: brand equity gains in performance/premium tire segments, potential lift in retail tire sales as consumers associate Hankook with racing credibility; competitive positioning against Michelin, Goodyear and Bridgestone in motorsports.
What to watch
Confirmation: Hankook's reported tire unit sales growth in North America 2027–2028; visibility of Hankook branding in Racing America broadcast/digital media. Invalidation: early contract termination, reduced Racing America series viewership, or competitor securing parallel exclusive deals.
Sources:GlobeNewswire FranceGlobeNewswire US
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