Cooper Tire Extend Sponsorship of Saturday afternoon Halftime Reports on ABC
August 31, 2011
Cooper Tire & Rubber Company announced it will continue to be the sponsor of Saturday afternoon Halftime Reports on ABC for the fifth consecutive year.
The ABC College Football Halftime Show is one of the America’s premier broadcasts, bringing viewers the latest collegiate scores, game previews and expert game analysis.
The partnership is the result of years of record attendance for college football. According to the NCAA, college football set a record for the number of people attending games, with close to 50 million fans turning out to watch NCAA football games. This represents an increase of more than 1.3 million fans, or nearly 3 percent, from the prior year. On any given Saturday, the Halftime Show is viewed by approximately 4 million homes.
Julie Smalstig, Cooper Tire’s consumer & channel marketing director, said: “This relationship brings together two iconic brands that stand for tradition, performance and the pursuit of excellence. This sponsorship also offers a meaningful opportunity for Cooper to continue enhancing its marketing support for our dealer network. It is an extremely effective marketing vehicle for the Cooper brand to reach the many fans that enjoy the Halftime Show report.”
Cooper will also launch its consumer-driven Take the Money & Ride® national rebate event (August 25 to November 7) during the start of college football, as well as a national advertising campaign that supports the company’s updated brand message “connecting tires with families and their everyday journeys.” The theme of the brand refresh is “life’s road trips” and the confidence that families can have when they are riding on Cooper tires.
The ABC/ESPN media schedule begins September 1 and runs through late October. Cooper will support the sponsorship with an integrated marketing plan including national advertising, consumer marketing programs and promotions, and social activation. The sponsorship also extends to ESPN.com and ESPN mobile.