CHARLOTTE, N.C. (May 7, 2002)— Continental Tire North America, Inc. has reached an agreement with Raycom Sports to become the primary sponsor of college football's first bowl game in the Carolinas, the tire maker announced.
The Continental Tire Bowl, to be held Dec. 28 at Ericsson Stadium in Charlotte, will pair the fourth-place team from the Atlantic Coast Conference and the fifth-place team from the Big East Conference. The game will be carried live on ESPN2 beginning at 1:00 PM.
“The Continental Tire Bowl provides us with a unique opportunity to build greater awareness of our brand among a national audience,” said Mike Barker, Continental vice president of passenger and light truck sales and marketing, in a statement. “This sponsorship is another step for Continental in becoming a market-driven company. We have been communicating our new ad campaign to the car enthusiast and our customer. Now we are taking the necessary steps to make consumers aware of our position, while supporting our dealers nationwide.”