Kumho's 'Play Safer' Scheme Wins Northwest Football Award

SUTTON, UNITED KINGDOM – October 18, 2010: Kumho Tyres’ partnership with Manchester United has been recognised on an unprecedented scale at one of football’s top regional awards ceremonies.

Kumho and Manchester United were presented with a ‘Special Commendation’ award in the ‘Best Club Sponsorship’ category for their ‘Play Safer’ scheme at the prestigious Northwest Football Awards 2010 held recently at The Point.

‘Play Safer’ is a unique initiative that uses football skills, such as awareness, vision and control, to teach young kids about road safety and is backed by Greater Manchester Police. Following an action-packed launch day earlier this year at Old Trafford, visited by thousands of children and parents, the scheme is being progressively rolled out to primary schools across the North West. More than 1,800 children have so far taken part.

The scheme is seen as a major success for Kumho and Manchester United and is being supported by substantial web and PR activity, even being featured on BBC news. Visitors from 75 countries have accessed the joint-branded website and downloaded the road safety cards, while some 37,500 people were exposed to Kumho’s positive community action on the launch day. Manchester Online gave 58 million opportunities to view the campaign and visits to the Kumho Tyres website achieved 162% growth.

According to John Thrupp, marketing director of Kumho Tyre UK, the company believes that ‘Play Safer’ will show the world that it is about more than making tyres. He said, “We want to be seen as a responsible citizen, connecting with consumers and improving perceptions within the community, helping us to raise awareness and drive future sales.

“We’re thrilled to have won this prestigious award and to have been able to use our sponsorship of Manchester United in this valuable way.”