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Cooper hits the trail with TV sponsorship

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Cooper Tire & Rubber Co. hopes its sponsorship of the Outdoor Channel's "Track & Trail Adventures with Wally Dallenbach" program will help promote its Zeon ultra-high performance tire line.

"There are natural synergies between outdoors and motorsports enthusiasts," says Pat Brown, vice president of global branding and communications for Cooper.

Cooper's title sponsorship of the show will start during the third and fourth quarters of 2004.

The program is expected to reach 6.6 million homes this year.

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