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.''