Sullivan Tire hires Red Sox second baseman as spokesman

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Norwell, Mass.-based Sullivan Tire Co. Inc. has signed Boston Red Sox second baseman Dustin Pedroia to a promotional contract for the 2008 baseball season.

Pedroia will appear in Sullivan Tire & Auto Service television commercials on NESN and other local stations beginning next spring. He was an integral part of the Red Sox championship run in 2007, and capped the year off by winning the American League Rookie of the Year Award.

"His record of success and our commitment to customer service will be a winning combination," says Sullivan Tire Vice President Paul Sullivan.

Pedroia has some experience with the automotive business. His family operates a small chain of tire stores where he learned the automotive business at an early age. (See "Hands on, hands off: Guy Pedroia changes his priorities because of his sons," Modern Tire Dealer, August 2007.)

Sullivan Tire & Auto Service has been advertising on NESN since the channel's inception in 1984. Pedroia is the latest in a lengthy list of Boston sports stars to be featured in Sullivan Tire commercials. Others include Dennis Eckersley, Cam Neeley, Marvin Hagler, Ken "Hawk" Harrelson and Terry Francona.

Sullivan Tire is a locally owned, family business started by Bob Sullivan in 1955. It operates 46 retail locations and 15 commercial truck tire centers throughout Massachusetts, Maine, New Hampshire, Connecticut and Rhode Island.

For more information about Sullivan Tire, visit

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