Dunlop Becomes National MotorWeek Series Sponsor

(Akron/Tire Review) Goodyear Tire & Rubber Co.’s Dunlop brand has signed on as sponsor of the award-winning PBS automotive series MotorWeek, joining Stanley Works as the show’s second national sponsor.

Andy Traicoff, director of Dunlop, said the company added MotorWeek to its media mix to promote the 2005-2006 Dunlop Drivers Cup and to increase brand awareness for Dunlop Tires, already popular among performance car enthusiasts.

“Faced with increased competition for marketing dollars, we targeted MotorWeek to reach automotive enthusiasts who are likely to participate in racing, and to reach the ‘in-the-know’ driver,” said Andy Traicoff, director of the Dunlop brand. Traicoff said Dunlop added MotorWeek to help promote the 2005-06 Dunlop Drivers Cup and to increase brand awareness for Dunlop Tires.

MotorWeek is the original automotive TV “magazine series,” and has been on the air since 1982.