American Tire Distributors Inc.'s Hercules brand will continue as the official tire of the Canadian Football League's Hamilton (Ontario) Tiger Cats and Tim Hortons Field, the team's stadium.
The partnership will feature a portfolio of assets, including field-of-play and broadcast visible signage; social media content, including the "Hercules Tires Performer of the Game" feature; special digital sweepstakes for fans and an in-market retail promotion.
The exposure from the partnership is expected to “grow Hercules Tires' awareness in Canada as a premier value brand celebrating over 70 years providing a comprehensive selection of passenger, ultra-high performance, light and medium truck, agriculture and specialty tires,” according to ATD officials.
"The Tiger Cats are extremely excited to continue building upon our partnership with Hercules Tires," says Matt Afinec, president and chief operating officer of the Hamilton Tiger Cats.
"The combination of our in-game presence, interaction with fans through social media and digital sweepstakes provides a great opportunity to help Hercules Tires grow brand awareness and brand trust within the Canadian marketplace," says Josh Simpson, Hercules Tires senior vice president.
