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May 27, 2004 02:00 AM

Cooper sponsors Outdoor Channel show

Tire Business Staff
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    FINDLAY, Ohio (May 27, 2004) — “Track & Trail Adventures with Wally Dallenbach,” an Outdoor Channel show, has snagged the title sponsorship of Cooper Tire & Rubber Co.

    The program—described as a mix of outdoor adventure with a behind-the-scenes look at host Wally Dallenbach's career as a NASCAR driver—reaches an estimated 6.6 million homes.

    Cooper said the sponsorship allows it to showcase the latest technological advancements of its motorsports-tested Zeon ultra-high performance (UHP) replacement market tire.

    “There are natural synergies between outdoors and motorsports enthusiasts. Sponsorship of 'Track & Trail,' which came through our partnership with racer Johnny Unser, allows us to simultaneously tap into this unique group of Zeon consumers and highlight Cooper's UHP product offerings,” said Pat Brown, vice president of global branding and communications for Cooper Tire.

    Cooper's title sponsorship of the program begins airing during the third and fourth quarters and will include a combination of 30-second commercials, billboards, Web site promotion on www.trackandtrailtv.com, and logo apparel within the program. The show will air at 9 p.m. Saturdays with repeat airings at 5:30 p.m. Tuesdays and 8:30 a.m. Thursdays.

    Cooper said that during the first and second quarters it also secured bonus spot advertising placements in a second Outdoor Channel program, “Wally Dallenbach's Garage,” which provides viewers with car care repair and maintenance information. Two episodes featured Cooper tires as part of vehicle upgrades. The program airs at 9:30 p.m. Wednesdays, with repeat airings at 5:30 p.m. on Tuesdays and at 8:30 a.m. Thursdays.

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