Goodyear Tire & Rubber Co.'s Dunlop brand will sponsor the PBS automotive TV series, MotorWeek.
Goodyear added the show to its media mix to promote its 2005-2006 Dunlop Drivers Cup and boost Dunlop's brand awareness, say Goodyear officials.
"Faced with increased competition for marketing dollars, we targeted MotorWeek to reach automotive enthusiasts who are likely to participate in racing and to reach the 'in the know' driver," says Dunlop Director Andy Traicoff.
