Contestants in the popular ITV show Dancing On Ice display an impressive level of control on a slippery, cold surface, so the show is perhaps a logical sponsorship choice for winter tyre champion Continental. The tyre maker says it has signed up as headline sponsor for the latest series as part of a seven-figure deal that also includes ITV’s coverage of the England football team next year.
GiTi Tire and Micheldever have named Huddersfield-based Northern Tyre and Battery Service (NTBS) the first winner of the GT Radial Performance Centre (GTPC) Dealer of the Quarter. The Award, which will be presented every three months, is judged on a number of key criteria through the “Passport To Profit” programme, including an analysis of how the GT Radial brand has been promoted proactively in the local area, a commitment to work together to develop the business, innovative routes to market and tyre sales.
As part of its corporate social responsibility program (CSR) in Hungary, Hankook has donated over 1300 winter tyres to three organisations – National Ambulance Service, National Disaster Relief and Hungarian Red Cross – to support their invaluable services to the community. This is the largest tyre donation ever in Hungary.
In 2012, Hankook launched an overarching CSR strategy in Hungary, where the company's European production facilities are located. The "Hankook Value Creation Program" is based on three pillars: Environment, Health & Education and Social Campaigning.
Derek Johnston rounded off a memorable season in the GT Cup after clinching the overall championship crown at Donington Park. Peter Smallwood claimed championship glory in Group 2 and Chris Bentley was crowned the winner in Group 3. Following the conclusion of this year’s series, tyre supplier Pirelli anticipated increased grid numbers as the series organiser looks to broaden both participant numbers and sponsorship.
Lassa Tyres reports that it is continuing to increase its exposure amongst football fans and supporters of the English Premier League (EPL) with further sponsorship. This means Lassa will feature on LED advertising boards around the perimeter of the pitch during 19 away games of teams such as Manchester United, Liverpool, Chelsea, Manchester City and Arsenal.
2012 saw champions crowned on Cooper Tires and Avon Tyres racing products in over 250 motor racing championships around the globe. In addition to the Cooper Tires British Formula 3 Series and the Avon Tyres British GT Championship (see Tyres & Accessories’ October issue for details), Cooper Avon added the Avon Tyres MSA British Hillclimb Championship to its roster of major motorsport activations. General Motorsport manager at Cooper Tire Europe, Paul Coates, reflected: “It’s been another phenomenal year for Cooper and Avon’s involvement in motorsport. Supplying tyres to an array of vehicles across the world, we’ve witnessed great racing and some extremely close-fought championship battles in 2012 and we’re already looking forward to another fruitful year in 2013.”
Maxxis International UK managing director, Derek McMartin has declared the company “impressed” at its sponsored rider, Tommy Hill’s 2012 season in the 2012 MCE Insurance British Superbike Championship, in which he finished third. McMartin said that the Swan Yamaha team, which is sponsored by Maxxis, has helped to increase the awareness of its brand through fans attending the championship and watching television coverage. Defending champion Hill recorded a double podium finish at Brands Hatch to end the season on a high note for Swan Yamaha, leapfrogging Alex Lowes (WFR Honda) to finish on the third step of the overall podium behind Shane ‘Shakey’ Byrne (Rapid Solicitors Kawasaki) and Josh Brookes (Tyco Suzuki).
Bridgestone Europe's newest ad campaign emphasises its continued sponsorship of Audi FIS Alpine Ski World Cup events in Europe, as well as Bridgestone's winter tyre range.
US-based company Act(s) Marketing has been named the sponsorship marketing agency of record for Continental Tire in the US and Canada. In this capacity, Act(s) will serve as the official and exclusive agency representing Continental Tire in the ongoing activation of current sponsorship programmes along with exploration and evaluation of potential new partnerships throughout the region.
Manufacturers wanting to promote their high performance tyres gravitate towards motorsport sponsorship, but where do you turn to highlight the strength and durability of your tyres? Trelleborg may have found the answer; the Swedish tyre maker has announced its support of the ‘World’s Strongest Man’ contest, which will be held in Los Angeles, US from 24 September to 1 October.
The college football season is getting underway in the US and Cooper Tire & Rubber has announced a number of sponsorship agreements. The tyre maker will soon commence is sixth year as exclusive tyre sponsor of the ABC College Football Halftime Show and it has inked new agreements with select colleges in the Big Ten, SEC and ACC conferences; these deals are expected to connect the Cooper brand with fans on a local market basis.
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Hankook has expressed its delight at the start of a new partnership with the UEFA Europa League, which “kicked off” on 3 September. Representatives from the tyre maker and the football league celebrated the arrangement at a ceremony prior to the official 2012/13 UEFA Europa League Group Stage draw at the Monegasque Grimaldi Forum in Monaco. Reporting the occasion, Hankook said the new partnership represents “yet another milestone in the company’s European marketing approach to sustainably increase brand awareness in one of the tyre manufacturer’s most important markets and reinforces Hankook’s long-standing engagement in European football.”
Lassa Tyres has extended its partnership agreement with Borussia Mönchengladbach Football Club for the 2012/2013 season, continuing a relationship that began last year. According to the company, Lassa was initially attracted to the partnership with Borussia Mönchengladbach since the club is one of the Germany's best-known, best-supported clubs.
Bridgestone has been replaced as the Superbowl halftime show sponsor by PepsiCo. The Super Bowl famously has one of the top global television audiences for any event, and attracted an estimated 167 million viewers this year. It is also well-known that buying into this popularity comes at a substantial cost – television commercials during the Super Bowl are estimated to run to a high of $7 million per minute.
Yokohama Tire Corporation has entered into a multi-year sponsorship deal with US National Football League (NFL) team the Chicago Bears. After signing this sponsorship agreement, Yokohama now supports four NFL teams for the 2012 season, the others being the Dallas Cowboys, New England Patriots and Baltimore Ravens.
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