“By sponsoring the MercedesCup, one of the popular sports games in Europe, we are expecting to strengthen communication with customers in Europe,” Nexen Tire stated in a release. “In particular, the energetic image of a tennis tournament would positively affect to the building of a dynamic brand image of Nexen Tire in the European market. We are also planning on various marketing activities in addition to this sponsorship for further enhancing the brand awareness amongst the European customers.”