From Staff & Wire Reports
CHARLOTTE, NC — Continental Tire North America (CTNA) has dropped its sponsorship of the Continental Tire Bowl, ending a three-year run as title sponsor after its contract with Raycom Sports ended Dec. 30, 2004.
The Continental Tire Bowl, held in CTNA hometown of Charlotte, N.C., had been a showcase promotional event for the tiremaker. This past event saw CTNA team up with major customer American Car Care Centers, which held dealer and consumer contests tied to the event.
CTNA’s sponsorship contract with Raycom reportedly cost in excess of $1 million, and the tiremaker indicated that while it was pleased with the success of the college bowl game, it wanted to turn its attention to broader promotional efforts.
Meineke Car Care Centers, also based in Charlotte, signed on to take over title sponsorship of the event, which has been renamed the Meineke Car Care Bowl. Financial terms of the three-year contract were not disclosed.
Meineke President and CEO Ken Walker said the bowl will help expand consumer awareness of the Meineke brand. “Meineke and its chain of nearly 900 shops are delighted to sponsor the Meineke Car Care Bowl,” said Walker. “The bowl will serve as a major step in broadening consumer awareness of our brand and extended product offering. We are looking forward to national promotions, consumer sweepstakes and related events that this sponsorship provides. Our dealers will be energized by this relationship.”
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