Founded in 1898, BSC Young Boys is a football club based in Bern. It is considered one of the best clubs in Switzerland, having won the Swiss Super League title in the 2022-23 season.

Kumho Tire has extended its official sponsorship agreement with BSC Young Boys and will continue partnership for the 2023/2024 season. To expand brand value in the global market, ongoing marketing activities include brand logo exposure through electronic display boards in the Wankdorf Stadium and the club's magazine.