It is odd that the biggest race of the NASCAR Sprint Cup Series, the Daytona 500, is the first race of the season. Goodyear Tire & Rubber Co. certainly took advantage of NASCAR's version of the Super Bowl to "activate its brand."
For at least the last two years, the company has made a concerted effort to emphasize its position as the exclusive tire supplier to the famous stock car racing series. That includes a new race-themed ad campaign that began during the opening race week.
How much does Goodyear's success depend on its association with NASCAR? Scott Rogers, chief marketing officer for consumer tires, sort of answered that question at the 2013 dealer conference.
To read about what Rogers told Goodyear dealers, check out Modern Tire Dealer Editor Bob Ulrich's latest blog, "Jimmie Johnson, Danica Patrick and Goodyear win." At the very least, you can check out the photo of Jimmie Johnson that goes with it! (Sorry, no photos of Patrick.)
How much does Goodyear's involvement in racing help the company? More specifically, how does it help you sell tires?
Let us know what you think by leaving a comment!
Bob Ulrich was named Modern Tire Dealer editor in August 2000. He joined the magazine in 1985 as assistant editor, and has been responsible for gathering statistical information for MTD's "Facts Issue" since 1993.