BUFFALO, N.Y. (July 1, 2002) - Dunn Tire Corp. has been selected the exclusive retail tire sponsor for the inaugural season of racing at the Lake Erie Speedway, located outside of Erie, Pa.
Part of the sponsorship includes the Dunn Tire name being brandished on the pace car, which racing fans will have a chance to ride in via a prize drawing.
The 3/8-mile track will host 30 races in the opening season.
“We thought we would use it as a way of creating brand awareness in the market,” said Pat Logue, director of marketing at Buffalo, N.Y.-based Dunn Tire, which has three of its 29 stores in Erie.
This isn't the first venture into sports sponsorship for Dunn. Dunn Tire Park, home of the Buffalo Bisons, the AAA affiliate of the Cleveland Indians, bears the name of the dealership. Mr. Logue said the race track sponsorship—Dunn Tire is one of several sponsors at the venue—costs significantly less than sponsoring the baseball park.
All Dunn Tire locations sell Michelin, Uniroyal, BFGoodrich, Dunlop, Bridgestone, Goodyear, Kelly, Pirelli and Mastercraft tires, among other brands.