Cooper looks to leverage its NCAA sponsorship

Feb. 18, 2004

Cooper Tire & Rubber Co. will introduce an experimental marketing campaign during the NCAA basketball championships in March.

The company will promote Cooper, the official tire of six NCAA conferences, with pre-game and on-court interactive exhibits.

"We're aiming to activate our corporate partnerships by pushing our involvement past simple signage, and enhancing our consumer's sports experience," says Pat Brown, vice president of advertising and communications.

Now in its fourth year of collegiate sponsorships, Cooper Tire has developed a tour of interactive promotions, complete with half-time tricycle races and shooting challenges. T-shirts also are distributed.

Cooper is the official tire of the Big Ten, Big East, Big 12, PAC 10, Mountain West and SEC.

"College sports sponsorships are very efficient and effective buys for Cooper Tire because we're able to engage our local dealers, while targeting the younger demographic of new tire buyers and the brand-loyal older consumers," says Brown.