Under the terms of the sponsorship deal, Maxxis is an Official Partner of the Aston Villa Football Club. The company will have the benefit of extensive perimeter advertising at Villa Park, the team’s home venue, as well as corporate hospitality facilities: Large banners around the field will sport the Maxxis logo, with a maximum of 196 feet visible at any one time.

Maxxis will also gain additional mainstream TV exposure, deemed invaluable by management. The Aston Villa team has an estimated weekly audience of 6 million in the UK and 2.6 billion around the world.

According to managing director Derek McMartin, the new agreement is the next step in a burgeoning sponsorship program for Maxxis International UK plc: “We are in our fourth year as title sponsor of the Maxxis British Motocross Championship, and are secondary sponsor of the British Under-21 Motocross Championship, British Sidecar Championship, British Four Stroke Championship, British ACU Challenge Championship and selected rounds of the British Quad Championship. This new arrangement with Aston Villa FC reflects our global corporate marketing strategy and will enable Maxxis to develop its credentials as a budding player in the UK’s passenger car radial tire market.”