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Continental sponsors college bowl game

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Continental Tire North America Inc. announced today it officially had reached an agreement with Raycom Sports to become the title sponsor of college football’s first bowl game in the Carolinas.

The Continental Tire Bowl will be held Dec. 28 in Ericsson Stadium in Charlotte, N.C. The game will pit the fourth-place team in the Atlantic Coast Conference against the fifth-place finisher in the Big East Conference. The event will be televised live on ESPN2.

"The Continental Tire Bowl provides us with a unique opportunity to build greater awareness of our brand among a national audience,” said Mike Barker, vice president of passenger and light truck sales and marketing for Continental Tire. “This sponsorship is another step for Continental in becoming a market-driven company.

"We have been communicating our new ad campaign to the car enthusiast and our customer. Now we are taking the necessary steps to make consumers aware of our position, while supporting our dealers nationwide,” he added.

“We are extremely excited to join forces with Continental Tire, a company that is a worldwide leader in luxury and performance tire technology,” said Ken Haines, executive vice president and COO of Raycom Sports.

The Continental brand has a 1% share of the replacement passenger and light truck tire market in the United States, according to Modern Tire Dealer's 2002 Facts Issue.

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