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Cooper Tire & Rubber Company Extends Partnership with ABC for Fifth Consecutive Year

Strategic Insights

— 1 min read

Cooper Tire & Rubber Company is proud to announce that it will continue its sponsorship of the ABC College Football Halftime Show for the fifth year in a row. This partnership aligns with the company's mission of delivering high-quality products and experiences that meet the needs of its customers. With college football attendance reaching a record high, this sponsorship provides Cooper with a unique opportunity to connect with a large and engaged audience. As part of this partnership, Cooper will launch a national rebate event and advertising campaign that supports its updated brand message, "connecting tires with families and their everyday journeys."

Key Takeaways:

  • Cooper Tire & Rubber Company has extended its sponsorship of the ABC College Football Halftime Show for the fifth consecutive year, reinforcing its commitment to the sport and its audience.
  • The partnership follows a record-breaking attendance in college football, with nearly 50 million fans attending NCAA games, representing an increase of 1.3 million fans or 3% from the prior year.
  • The Halftime Show is viewed by approximately 4 million homes on any given Saturday, making it an ideal platform for Cooper to reach its target audience.
  • Cooper will launch a national rebate event, Take the Money & Ride [R], from August 25 to November 7, and a national advertising campaign that supports its updated brand message.
  • The sponsorship also extends to ESPN.com and ESPN mobile, providing Cooper with extensive reach and activation opportunities.
  • Cooper's integrated marketing plan includes national advertising, consumer marketing programs, promotions, and social activation to support the sponsorship.
  • Cooper's consumer & channel marketing director, Julie Smalstig, states that the partnership brings together two iconic brands that stand for tradition, performance, and excellence.

Statistics:

  • Nearly 50 million fans attended NCAA football games, representing a 1.3 million fan increase or 3% from the prior year.
  • The Halftime Show is viewed by approximately 4 million homes on any given Saturday.
  • The ABC/ESPN media schedule begins September 1 and runs through late October.
  • Cooper's Take the Money & Ride [R] national rebate event runs from August 25 to November 7.

Sources:

  • Marketing Weekly News editors via VerticalNews.com, Copyright 2011

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