The PBR is one of the fastest growing sports in North America, nearly doubling in audience size from more than 10 million fans to approximately 20 million since 2002, according to Scarborough Sports Marketing research.
"The PBR provides Cooper Tire with a unique and exclusive opportunity to engage with a passionate fan base through in-arena activities, advertising and promotional programs," said Dave Craig, director of advertising for Cooper. "Cooper Tire is the official tire of the Professional Bull Riders, a platform which extends our marketing reach and complements our other exciting marketing activities with nearly 100 million incremental impressions in the U.S. and more than 350 million impressions worldwide."
In its 16 years, the PBR has become the premier association for bull riders and has taken the sport from a time slot in traditional rodeos to a stand-alone event with network coverage on NBC, FOX, VERSUS, CMT and Telemundo, including its own reality show. The PBR has over 1,200 bull riders competing in more than 300 PBR sanctioned competitions in the United States, Australia, Brazil, Canada, and Mexico. PBR currently operates four domestic tours, including the Built Ford Tough Series presented by Wrangler, as well as the Copenhagen Bull Riding Challenger Tour, Enterprise Rent-A-Car Tour and Discovery Tour.
"One of our marketing goals for long-term brand growth is to create awareness for the brand through partnerships with properties where the Cooper brand can have a strong position and role as a primary sponsor, communicating our message that Cooper Tire is on the cutting-edge of professional sports entertainment," said Craig. "We have accomplished this for 2008 with venues such as the Champ Car Atlantic Series, the ABC Sports College Halftime show and now PBR. Sponsorships continue to be an important way for us to connect with tire-buying consumers on a first-hand basis."
Cooper Tire will primarily be involved with the PBR’s Built Ford Tough Series. Cooper, whose brand tag line is "Don’t Give up a Thing," will promote the partnership with dealers, customers and PBR fans via traditional and online marketing campaigns. Cooper will also receive premium exposure at live PBR events and through global televised and print media coverage. (Tire Review/Akron)