Cooper kicking off college football season with TV sponsorships

Cooper will again be sponsoring the Saturday Afternoon Halftime Reports on ABC for the fifth consecutive year.

“This relationship brings together two iconic brands that stand for tradition, performance and the pursuit of excellence,” says marketing director Julie Smalstig.

“This sponsorship also offers a meaningful opportunity for Cooper to continue enhancing its marketing support for our dealer network,” she adds. “It is an extremely effective marketing vehicle for the Cooper brand to reach the many fans that enjoy the Halftime Show report.”

The program “is one of the nation’s premier broadcasts,” Smalstig says, bringing viewers the latest collegiate scores, game previews and expert game analysis. She notes that college football stadiums have been experiencing several years of record attendance figures.

Last year close to 50 million people turned out to watch the sport, representing an increase of more than 1.3 million fans, or nearly 3 percent, from 2009’s numbers.

“On any given Saturday, the Halftime Show is viewed by approximately 4 million homes,” says Smalstig.

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The sponsorship also extends to ESPN.com and ESPN mobile. The ABC/ESPN media schedule begins Sept. 1 and runs through late October. The tire maker will be presenting an integrated marketing plan that includes national advertising, promotions and social media.

Cooper is also running its consumer-driven “Take the Money & Ride” rebate program through Nov. 7 during the start of college football season along with a national advertising campaign that supports the company’s updated message of “connecting tires with families and their everyday journeys.”

The theme is “life’s road trips and the confidence that families can have when they are riding on Cooper tires.”

For more information, visit www.coopertire.com.