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May 13, 2002 02:00 AM

Conti named title sponsor of new NCAA bowl game

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    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 Charlotte-based tire maker an-nounced.

    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 Tire vice president of passenger and light truck sales and marketing, in a prepared 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.''

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