Kumho Tire Co. has signed an agreement to sponsor the English Premier League’s Tottenham Hotspur for the 2016-17 season.

Based in northern London, Tottenham ranked third last season and includes Korean football star Son Heung-min in its lineup.

“The partnership with Tottenham Hotspur, a prestigious club in one of the world’s most popular football leagues, will help further boost our brand recognition and name value as a global tiremaker not only in Europe but also in the rest of the world,” said Lee Han-Soeb, president and CEO.

The EPL is among the most watched leagues in the world with a potential reach of 930 million television viewers.

As an official partner of Tottenham Hotspur, Kumho can display its brand on LED panels, A-boards, match brochures and websites during matches of the regular EPL season and cup competitions at the team’s home stadium.

This is the first soccer partnership in the EPL for Kumho since ending its partnership with Manchester United five years ago.

Kumho currently has partnership agreements with Hamburger SV, Hertha BSC and FC Schalke 04 of Bundesliga as well as Atlético Madrid of Spanish Primera Liga, as part of its aggressive marketing campaign using European soccer.