The Tire Pros division of American Tire Distributors Inc. (ATD) is partnering with the New York Yankees and Texas Rangers Major League Baseball (MLB) teams for the 2016 season.
Both full-season sponsorships feature omni-channel marketing campaigns designed to build brand awareness, engage with fans and drive traffic to participating store locations.
Tire Pros has renewed its partnership with the Texas Rangers for the 2016 season. Under the agreement Tire Pros will receive prominent field level signage, season tickets, radio spots and digital assets. The defending American League West Champions Rangers began their title defense earlier this week with a 3-2 victory over the Seattle Mariners on Monday, April 4, their 45th Opening Day.
“We are very pleased Tire Pros has renewed their partnership with the Rangers to help our fans further engage with their dealers throughout our five state region. We look forward to another great season,” says Jim Cochrane, Texas Rangers senior vice president, corporate partnerships and client services.
“The partnership with the Texas Rangers allows our Tire Pros dealerships across Texas, Oklahoma, and Arkansas to build strong brand equity in our local markets in association the strong Texas Rangers brand and popularity” says Perry Leonard, owner of 8 Tire Pros locations in the Dallas-Fort Worth area.
“The typical independent dealer would not be able to establish this type of partnership on their own. It’s the scale and power of the independent dealer united together under the Tire Pros brand along with the marketing knowledge and resources available from the franchise that has made this possible.”
On behalf of the dealer group from the Tri-State area (comprised of 15 dealers from New York, New Jersey and Connecticut), Tire Pros negotiated a multi-media package with the Yankees, the MLB team with the most fans of any professional sports team in the New York metropolitan area (over 6.8 million). According to a recent Harris Poll, the Yankees also took the top spot in fans’ hearts for the 9th year in a row.
During the 2016 season, Tire Pros will have TV-visible baseline signage, in-stadium TV coverage, print, online, social media and on-site activation. In addition, Tire Pros and the Yankees will offer two grand prize sweepstakes in which two lucky fans will win a new set of Continental tires and an opportunity to engage with the team and players at a future event.
“As the Tire Pros dealer base continues to grow in the northeast and with our name side-by-side with one of the biggest names in baseball and in the sports world, our brand awareness among consumers will continue to grow,” says Anthony Porfido, Owner of Freeway Tire Pros in Dover, New Jersey.
“I never thought that my local business would have this type of high level opportunity exposing ourselves to millions of New York Yankees fans,” “Joining forces with other elite dealers under the Tire Pros brand is the reason why we are able to be a part of this great relationship with the New York Yankees,” says Porfido.
It’s truly exciting for Tire Pros to align itself with both the Yankees and Rangers, according to Quick Chadwick, director of marketing for Tire Pros. “The relationship is a natural fit, considering our increasingly growing brand, dealer base and of course, our passionate and loyal consumer advocates.”