Retail

Cooper to sponsor bull riding series

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Cooper has been named the official tire of the Professional Bull Riders Inc.'s 2009 Ford Built Tough Series.

Cooper Tire & Rubber Co. officials say bull riding "is one of the fastest growing sports in North America, nearly doubling in audience size from more than 10 million fans to approximately 20 million since 2002."

The deal provides Cooper "with a unique and exclusive opportunity to engage with a passionate fan base through in-arena activities, advertising and promotional programs,” says Dave Craig, director of advertising for Cooper.

“One of our marketing goals for long-term brand growth is to create awareness for the brand through partnerships with properties where the Cooper brand can have a strong position and role as a primary sponsor, communicating our message that Cooper is on the cutting-edge of professional sports entertainment," he explains.

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