18 Oct 2017

Yokohama Tyres – Chelsea FC Activation


Strategy and activation for the official shirt partner of Chelsea Football Club


Yokohama Tyres, official shirt partner of Chelsea Football Club appointed WePlay as their Digital Agency to reach and engage a global football audience through the partnership.


  • Raise brand awareness of Yokohama to a global football audience

  • Engage fans through the Chelsea FC partnership to build an addressable audience for Yokohama

  • Utilise the partnership to aid B2B sales through local and regional distributors


Yokohama were new to the football landscape and were following in the footsteps of the very successful 10 year Samsung partnership.

With any partnership, a clear strategic proposition is created to align overall business objectives with the target audience and marketplace, to prime us for a wider activation.

As part of the digital activation, WePlay use the full digital marketing mix across paid, earned and owned channels, to reach engage a global audience with value adding content and deliver against business objectives.


Global reach
Followers on social media
Video views
Average engagement rate
  • Our deal with Chelsea FC is a key part of our plans to raise our global profile and WePlay will be fundamental to our efforts to promote this relationship

    Kazu Sekiguchi, Head of Chelsea FC Task Force
    Kazu Sekiguchi, Head of Chelsea FC Task Force
    Yokohama Tyres

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