RIAL is boosting its commitment to soccer. The alloy wheel brand has been an Official Business Team Partner of TSG Hoffenheim since the start of the current Bundesliga season. RIAL has already been regularly appearing on LED banners in various Bundesliga stadiums since 2018. The brand from Bad Dürkheim supports soccer in its home region of the Palatinate as well – RIAL is the jersey sponsor of the first men’s team of ASV Fußgönheim 1898 for the 2019-20 season.

RIAL has now begun sponsoring the Bundesliga soccer team TSG Hoffenheim as an Official Business Team Partner. With this sponsorship, the brand is reinforcing its connection to soccer. RIAL already caught the attention of soccer fans last year with perimeter ads in multiple stadiums and a large-scale campaign. The cooperation with TSG Hoffenheim and the accompanying status as Business Team Partner top off the brand’s commitment to the sport.

As part of the sponsorship, the alloy wheel brand will occupy perimeter ad space with TV exposure in the stadium and be featured in official club media; RIAL now also has the opportunity to incorporate the club and its players into exclusive promotions for customers and commercial partners. Gerald Steinmann, Director Marketing/E-Commerce Aftermarket at Superior Industries Europe AG, is looking forward to the partnership: “We are consistently channeling our communications for RIAL into soccer and using this emotional environment with positive associations to increase our brand recognition and get the target audience excited about our products. The sponsorship of TSG Hoffenheim grants us positive exposure and the coverage needed to reach this goal.”

“Make it RIAL!” brings soccer dreams to life

Commercial partners will already benefit from the cooperation with TSG in the coming tire and wheel change season. As part of the “Make it RIAL!” campaign, they have the opportunity to win a meet & greet with a Hoffenheim player, VIP tickets for a home game and more.

Regional engagement

Even beyond large Bundesliga stadiums, RIAL is making a difference in the 2019-20 soccer season. For the first time, the brand is supporting the sports club ASV Fußgönheim 1898. From now on, players on the club’s first men’s soccer team will be wearing jerseys with the RIAL logo at all home and away games. The club will also be taking steps to feature the wheel brand in various channels. RIAL has a special connection to this small town in the state of Rhineland-Palatinate – Fußgönheim hosted the company’s headquarters for many years.