Goodyear Gets Dealers Rugby Ready

When you hear the word ‘lion’ do your thoughts turn to the carnivorous big cat? No? Then Goodyear won’t have much trouble making you “Rugby Ready”. The company is helping its dealers catch the 15 a side fever with a new promotion it hopes will “get customers off the rugby pitch and into the forecourts.” In celebration of the brand’s partnership with the Rugby Football Union and the International Rugby Board’s Rugby Ready programme, Goodyear is offering rugby paraphernalia to dealers who buy direct from the company during June and July.

The promotion gives consumers the gift of a mini rugby ball when they buy two or more Goodyear UHP, 4×4 or RunOnFlat tyres. As a further incentive to dealers Goodyear will also supply 5 Nike rugby shirts for every 100 of these tyres they order. Along with the merchandise, dealers will also benefit from a range of point of sale and marketing material to entice customers.

“This is a great opportunity for dealers to encourage the sale of higher value tyres with a great margin for their business,” said Goodyear brand manager Michelle Fisher. “Research shows us that offering that little bit extra to the consumer can have a big influence on their purchase decision. With rugby so popular with Goodyear’s target market this promotion is a perfect opportunity to sell the Goodyear brand.”

This promotion links into Goodyear’s innovative safety partnership with the IRB Rugby Ready programme in partnership with the RFU. The programme sees rugby coaches from across England trained in sports safety techniques helping keep players young and old safe on the pitch. Launched by oft-capped former England player Graham Rowntree, Rugby Ready will not only help provide safer grass routes rugby, it will also see the clubs gain brand new training equipment to help develop the rugby greats of the future.

Further information can be obtained from Goodyear account managers or via the mygoodyear.co.uk website.