Continental Tire the Americas LLC and the University of Southern California (USC) Athletics Department have reached a multi-year agreement that names Continental the "Official Tire of USC Athletics."
The agreement was facilitated by USC Sports Properties, the FOX-owned sales entity that manages the marketing and media rights on behalf of USC Athletics.
"We feel the performance of our Continental tire line of products aligns perfectly with the prestige of USC, and we look forward to supporting its athletic programs in 2013 and beyond," says Travis Roffler, director of marketing for Continental.
Continental will have a very heavy presence in the Los Angeles Memorial Coliseum during USC football games. Its in-stadium branding will include signage in both end zones, as well as other creative branding in the venue.
In addition to the game-day presence, Continental also will receive a variety of multi-media sponsorship entitlements to support the partnership. This includes:
* an in-game video board feature;
* the use of USC Athletics marks and logos in advertisements and promotions; and
* online exposure via email blasts and website banners (in compliance with NCAA rules and guidelines).
"We are excited to be one of the only collegiate partnerships of Continental Tire, and look forward to assisting the company accomplish some of its business objectives over the next several years with this platform," says Dan Shell, vice president and general manager of USC Sports Properties.
For more information on Continental's sports and motorsports marketing efforts, check out these links:
"Sports marketing: Tire Pros and the LA Galaxy."
"Continental reaches 4-year pact with IMSA."
"General tire brand goes fishing."
"Continental expands American soccer presence."
