Tyre brand Falken has agreed a sponsorship deal with Club Atlético de Madrid for the 2018/19 season, reports www.fcbusiness.co.uk

The partnership includes standard sponsorship rights with hospitality, presence in the Club's sponsorship area, promotional activities, branding and visibility in the Wanda Metropolitano at all home matches in LaLiga and the Spanish Cup.

Falken expects this partnership to help the brand increase its visibility in international markets and address its target audience. In addition, the partnership will be used to implement dealer activations.

Iñigo Aznar, Atletico de Madrid Commercial Director, commented about this cooperation: "We are keen to work with Falken as Atlético de Madrid sponsor for the current season. It is one of the world's most recognised brands in its sector and reinforces the Club's commercial internationalisation strategy. We hope this is just the start of a long-term partnership over the coming seasons."

"The cooperation with Atlético de Madrid is a central ingredient of Falken's sports activities," said Markus Bögner, Managing Director and COO at Falken Tyre Europe GmbH.

"With its popularity and attractiveness in Spain and the whole world, this outstanding Club promises us above all an enormous brand visibility."