SHERIDAN, WYOMING - November 28, 2025 - Chinese tire manufacturer Linglong Tire is stepping up its global brand-building strategy in the Automotive & Mobility sector with a new partnership agreement with the Chicago Bulls, leveraging one of the NBA's most iconic franchises to accelerate its visibility and market penetration across North and Latin America.
Global Sports Marketing as a Strategic Growth Lever
On 25 November 2025, Linglong Tire announced a global partnership with the Chicago Bulls, adding another high-profile sports collaboration to a portfolio that already includes European football giants Chelsea and Real Madrid. The deal underlines Linglong's ambition to position itself alongside internationally recognised sports brands as it competes for mindshare in mature and emerging tire markets.
Die Partnerschaft unterstreicht die globale Reichweite und Resonanz der Chicago Bulls und spiegelt gleichzeitig Linglongs Anspruch wider, sein Sportmarketing-Portfolio konsequent auszubauen. For fleet buyers, wholesalers and dealers, the alignment with a globally recognised sports franchise signals a brand that is serious about long-term investment and consumer awareness.
Aligning Bulls' Fan Strategy with Linglong's Performance Positioning
The Chicago Bulls are focused on engaging a growing base of international fans through "legendary digital and in-person experiences" and the expansion of strategic brand partnerships. This fan-centric approach is closely aligned with Linglong's brand philosophy, which emphasises performance gains and technological breakthroughs in material science and tire construction.
For mobility operators and end users, the message is clear: Linglong wants to be associated with performance under pressure, mirroring the rapidly changing conditions of an NBA game. The company highlights: whether in dense urban traffic or under variable road and weather conditions, Linglong aims to deliver reliability through strong grip, precise control and low-noise comfort-attributes that resonate with both logistics customers and retail consumers.
North America and the Americas: Building a Regional Supply and Brand Footprint
The collaboration with the Chicago Bulls is also designed as a cornerstone in Linglong's effort to expand its presence in the North American market. The company has introduced several brands specifically tailored to the region-Green Max, ATLAS and Evoluxx-which will also benefit from the enhanced visibility and activation potential of the Bulls partnership.
Looking ahead, Linglong is gradually building a supply chain network that covers the entire American continent. As its production base in Brazil develops further, the company is establishing a solid manufacturing foundation for localised activities and deeper market penetration. For distributors and dealers, this combination of local production and high-profile marketing support can translate into improved availability, reduced lead times and a stronger pull-through effect at the point of sale.
Fan Engagement as a Platform for Market Activation
The partnership will go beyond logo visibility and standard sponsorship rights. Linglong will support courtside brand exposure and fan engagement initiatives, including the presentation of the Bulls' annual New Year game, when the team will celebrate the Year of the Horse on 19 February 2026.
In addition, the partners plan to collaborate on community basketball programmes and offline technology experience tours. These initiatives are designed to connect with fans and users worldwide who are passionate about basketball and about the reliability, safety and innovation of high-quality tires. For Linglong, this creates opportunities to tie product messaging to live experiences, turning fan loyalty into long-term brand preference on the road.
Strategic Outlook for Automotive & Mobility Stakeholders
For OEMs, distributors, retailers and service networks operating in Automotive & Mobility, Linglong's move illustrates how tire manufacturers are using global sports properties to support regional growth strategies and supply chain investments. The Chicago Bulls partnership gives Linglong a strong storytelling and activation platform precisely as it scales its Americas production base and brand portfolio.
As competition in the tire market intensifies and customer expectations around performance, safety and comfort continue to rise, this type of integrated approach-combining R&D, local manufacturing and high-impact sports marketing-will likely become a key differentiator for brands seeking to stand out in North America and across the wider Americas region.
For more insight into Linglong's activities and brand portfolio, follow the company's official communications and partner channels.