Cooper Tire & Rubber Co. has signed a deal with the Big Ten Conference to serve as the Official Tire Partner of the Big Ten.

The deal includes promotion on the Big Ten Network digital and radio properties as well as in-stadium signage during men and women’s basketball, hockey, football, the Big Ten Football Championship and basketball tournaments, Cooper said.

“Cooper has always had a passion for college sports and we’re excited to bring that passion to life as the Official Tire Partner of the Big Ten Conference,” said Jessica Egerton, director of brand development. “The Big Ten shares the kind of commitment to performance that Cooper has when it comes to innovating and producing quality tires. The Big Ten and Cooper make a great team.”