Prinx Chengshan Tire North America (PCTNA) is expanding the national presence of its Fortune Tires and Prinx Tires brands through four major college basketball sponsorships during the 2026–2027 season.

The partnerships feature nationally televised games, prominent on-court branding and digital advertising.

"These sponsorships are an important part of our broader marketing strategy to strengthen the market presence of Fortune Tires and Prinx Tires," says Ken Coltrane, vice president of marketing and product development, PCTNA. "By increasing brand recognition among consumers, we're helping create demand at the retail level while supporting our dealers and distributors with greater brand visibility and opportunities for growth."

The sponsorship series kicked off November 8 with the Skyscanner Capital Showcase and continues with three additional nationally televised matchups:

• Skyscanner Capital Showcase (Nov. 8) — Arkansas versus Virginia at Capital One Arena in Washington, D.C. (ESPN). Fortune Tires was featured on the court inside both three-point circles and on digital LED boards.

• Legends Classic (Nov. 15) — Missouri versus Marquette at the United Center in Chicago, Ill. (Peacock, 1:30 p.m. ET), featuring Fortune Tires LED signage and court side branding.

• Holiday Hoopfest (Dec. 19) — Wake Forest versus West Virginia at First Horizon Coliseum in Greensboro, N.C. (ESPN2, 3:30 p.m. ET), featuring Prinx Tires on-court branding and scorer's table LED advertising.

• Empire Classic (Feb. 6, 2027) — Syracuse versus Rutgers at Barclays Center in Brooklyn, N.Y. (ESPN2, 11:00 a.m. ET).

As title sponsor, Prinx Tires will receive prominent event branding and national television exposure, including center court signage and an all-new 30-second Prinx Tires commercial airing during the ESPN2 broadcast.

Beyond college basketball, PCTNA has extended its partnership with SiriusXM's Mad Dog Sports Radio (Channel 82), continuing Fortune Tires' presence throughout the professional football season.

"The sponsorship features legendary sports broadcaster Christopher 'Mad Dog' Russo and branded segments including Fortune Football Fridays and Fortune Four, a weekly ranking of the top four teams driving toward the playoffs," say PCTNA officials. "The expanded partnership also includes additional exposure through 'Mad Dog's Sports Bites,' further extending Fortune Tires' presence across sports programming."

PCTNA has also broadened its SiriusXM sports media investments with new commercials airing on SiriusXM's NHL Network Radio in support of Fortune Tires' American Hockey League sponsorship, along with exposure on SiriusXM's FC channel to further amplify Prinx Tires' partnership with the United Soccer League.

"Together, these initiatives strengthen PCTNA's integrated push/pull marketing strategy by building national brand recognition, generating demand at the retail level and providing greater visibility and support for its dealer and distributor network across North America," say PCTNA officials.