Hankook Tyre has pumped up its involvement with the National Rugby League, taking the naming rights for Monday Night Football this season.
Building on its current role as the Official Tyre of the NRL, Hankook will sponsor all Monday night NRL fixtures in 2012, starting with tonight's game between the Rabbitohs and the Roosters at ANZ Stadium in Sydney.
Hankook will use Monday Night Football to raise awareness amongst rugby league fans about the dangers of under-inflated motor vehicle tyres.
“With its huge national audience, the NRL is the ideal platform to raise consumer awareness about tyre safety,” said Hankook Tyre Australia’s managing director Paul Park.
“Our NRL Pump it Up consumer information campaign will encourage league fans to regularly check their tyre pressures.
“Our message to fans is that driving on under-inflated tyres is like trying to kick an under-inflated football – the result is reduced performance and less control.
“Under-inflated tyres reduce handling control, lengthen braking distances and reduce tyre durability to the point where they could suddenly fail.”
NRL CEO David Gallop said he is pleased to assist in spreading Hankook’s tyre safety message.
"We want our fans to get to the game safely and return home safely; regularly checking tyre pressures can contribute to that and the NRL is happy to support that message," he said.
With the commencement of Hankook Monday Night Football Hankook also becomes an official partner of the NRL, joining some of Australia’s biggest brands in supporting rugby league.
“We are very pleased to have Hankook Tyre join our select group of corporate partners,” Mr Gallop said.
“Hankook is a dynamic brand with big plans in Australia and we are looking forward to partnering with them as they grow in this market.”
Monday Night Football has been enjoying growing popularity, with average ratings up 17 per cent in 2011.
Hankook is the seventh-largest tyre company in the world and is expanding rapidly as it pursues its target of becoming the fifth largest by 2015.
Hankook is currently an original equipment tyre supplier to the world's biggest car manufacturers, including General Motors, Volkswagen, Toyota, Renault-Nissan and Hyundai Motor Group.