Every August, some soccer fans may experience jetlag even if they haven't traveled. During this period, soccer fans worldwide stay up late to watch live broadcasts of European soccer league games. This period is when the three most popular soccer leagues (Premier League of England, Serie A of Italy, and La Liga of Spain) start their seasons. La Liga, commonly known as the Primera Division, is the first of four leagues in the Spanish soccer league system. There are 20 clubs in the Primera Division, and each team plays 38 games under a home-and-away method. A win earns a team 3 points, a draw earns a team 1 point, and when a team loses, they get 0 points, and the club who gets the most points at the end of the season wins the league. After the regular season concludes, the bottom three teams are relegated to La Liga 2, and the top three teams from La Liga 2 are promoted to the Primera Division.

La Liga started with 10 clubs in 1929 and by 1997 had increased to 20 clubs. The most well-known clubs include FC Barcelona and Real Madrid. As of the 2010 season, Real Madrid has won the most titles (31), followed by FC Barcelona (20), Atlético Madrid (9), and Athletic Bilbao (8).
The citizens of Spain, a football powerhouse, are so enthusiastic about football that labelling the entire population football fans may not be an overstatement. In particular, Real Madrid and FC Barcelona, shaped by their decades-old arch rivalry, have maintained an incredible number of fans in their supporters clubs. The rivalry that exists between Barça (the abbreviation for the Barcelona club) and Real has a long history throughout European football that reaches far beyond the Spanish league. When these two teams play each other, both cities are buzzing with excitement. The game is also distinctively called "El Clasico."

Being one of the world's three major soccer leagues, La Liga is also known for its dynamic and boisterous style of football to football fans worldwide. In total, 90 broadcasting companies broadcast la Liga matches to 182 countries worldwide, to more than 14 million viewers. In particular, the El Clasico match between Barcelona and Real Madrid is watched by 500 million people from over 200 countries. As the games are broadcasted to hundreds of millions of football fans worldwide, becoming sponsors of these two clubs is only possible to a select few. In the same way a brand carefully evaluates a club for sponsorship, the same can be said about these iconic clubs examining potential sponsors for their vision, brand preference, and image.

The fame Real Madrid gained that we know of today began in the 2000s when it recruited so many brilliant star players. When President Florentino Perez took over the running of the club, he recruited the world's best players with astronomical salaries to Real Madrid; superstars like Luis Figo, Zinedine Zidane, Cristiano Ronaldo, and David Beckham all arrived at Real Madrid. Gathering the best and the most expensive players in the world into one team was labelled the Galácticos (galactic) policy, which proved that bold investments would soon lead to great results and profits. When these players were at the club, Real Madrid won the UEFA Champions League in 2001 and La Liga in the 2002–03 season. Football fans regard these Real Madrid games as the greatest of all time, as they watched the spectacular skills of star players in their prime. Gathering the brightest players scattered around the world to be part of one club, Real Madrid showed their complete will to secure success at all costs with an advantage that no other team could surpass.

But above all, fans consider this period to be the most glorious heyday of European football because Real Madrid presented fans with spectacular matches showcasing the fantastic skills, teamwork, speed, and the strategy of those star players every time they walked on to the Bernabeu pitch.

When the driver's safety, ride comfort, and a stable driving experience are in unison, cars become a vital tool and technology for humans. Making cars the safest and experiencing a sense of unity with the tires is what we want to provide for our customers. This is why Hankook Tire entered into a sponsorship with Real Madrid, who provide an unforgettably passionate experience of being unified during their games, "Be One With It," to the fans in their seats.