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ATD Extends Hercules Sports Marketing Efforts

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American Tire Distributors Inc. (ATD) is expanding its Hercules brand sports sponsorships with a new deal in the Canadian Football League, plus a title sponsorship in the world of college football.

The Hercules brand also will extend its support of the Big South Conference for two years.

In Canada, the brand will serve as an official corporate partner of the Hamilton Tiger-Cats. It will include on-field signage, a digital sweepstakes, a social media content series and a game day social media feature — the Hercules Performer of the Game.

ATD says its multi-year agreement with the Sun Belt Conference marks one of the largest sponsorship agreements in the conference's history.

It involves an integrated marketing presence throughout the year, allowing for connections to alumni, fans, students and employees of Sun Belt Schools at all conference championship events.

The 2021 Hercules Tires Sun Belt Football Championship on Saturday, Dec. 4 will air on ESPN.

In the Big South, the 2022 and 2023 Hercules Tires Big South Men’s and Women’s Basketball Championships will be held in Charlotte, N.C. The 2022 tournaments will be held March 1-6.

Hercules will have an integrated marketing presence in addition to the title sponsorship, connecting to alumni, fans, students and employees at all conference championship events. The brand will also return as the title sponsor of the annual Big South Basketball Campus Tour.

“Hercules Tires is excited to continue to grow our sport sponsorship portfolio with some of the top leagues in sports,” says Josh Simpson, senior vice president of the Hercules brand for American Tire Distributors Inc.  “As we continue to expand our brand visibility beyond the tire industry, we are looking forward to joining forces and taking part in the excitement of the upcoming football and basketball season.”

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