Fort Mill, SC - (April 30, 2010) - Continental Tire is stepping up its broadcast television profile beyond Grand-Am Road Racing and Major League Soccer, and has been named the title sponsor of the "Continental Tire Triple Crown Weeks," the 5-hour pre-event show airing on ESPN with an advertising and sponsorship package for the upcoming Kentucky Derby May 1, 2010 and the Belmont Stakes June 5, 2010.
Under terms of the agreement, Continental receives a generous broadcast package during the two events that will reach nearly 6.8 million households. The package will deliver exposure that will yield nearly 100 million broadcast impressions for the two days, with title sponsor graphics, mentions, billboards and in-show features during the broadcasts.
The tiremaker will run its "Precision" television spot throughout the events.
"Our theme for the commercial focuses on the fact that your tires are the only thing that lie between you and the road, and the importance of having quality tires," said Bill Caldwell, vice president of sales and marketing, Continental Tire. "It's a perfect tie-in for horseracing's blue-chip showcase events and at the same time, it captures the notion of the pleasure of the driving experience that comes from our ultra high-performance tires."
The commercial is targeted at car enthusiasts with a passion for the open road, and their vehicle. The spot was produced by Mad Media of Oceanside, CA, and the entire sequence was filmed in San Diego at various locations around the city and in surrounding areas. It features voiceover by Chris Jacobs, television personality and former host of Overhaulin'.
About Continental Tire
Continental Tire is a division of the Continental Corporation, and offers a complete premium line of ultra-high performance, passenger and light truck tires that instill confidence and a passion for driving. Continental tires are fitted as original equipment on many of the world's finest automobiles. Learn more about Continental Tire by visiting us at www.continentaltire.com.
With sales of approximately €20 billion in 2009 Continental is among the leading automotive suppliers worldwide. As a supplier of brake systems, systems and components for powertrains and chassis, instrumentation, infotainment solutions, vehicle electronics, tires and technical elastomers, Continental contributes enhanced driving safety and global climate protection. Continental is also a competent partner in networked automobile communication. Continental currently employs approximately 134,500 in 46 countries.