GREENVILLE, S.C. (Jan. 8, 2004) — Michelin North America Inc.'s BFGoodrich brand recently signed two sponsorship agreements, with a racing series and a professional angling team.
The tire brand signed on to sponsor the fishing team as an addition to its long-standing partnership with FLW Outdoors, a marketer of competitive fishing. Through this sponsorship, team members will compete in BFGoodrich-branded Ranger boats.
“This sponsorship is part of our strategy to continue to increase brand awareness and promote BFGoodrich tires as the brand of choice with this very important demographic throughout the United States,” said Thom Peebles, brand manager of BFGoodrich, in a prepared statement.
BFGoodrich also will be the official tire of the American Speed Association (ASA) Late Model Series. The brand will provide its Traction T/A racing tire, marking the first time a radial tire is used in the series. This sponsorship also is an expansion of an existing relationship with ASA.