CHARLOTTE, N.C. (Jan. 12, 2005) — Meineke Car Care Centers Inc. has taken over as title sponsor for a college football bowl game in Charlotte, N.C., that previously was sponsored by Continental Tire North America Inc., according to Raycom Sports.
The game will be renamed the Meineke Car Care Bowl and still will be played in December. It previously had been the Continental Tire Bowl. The game is operated by Raycom Sports, a sports marketing, event management and production firm. The game has averaged 65,000 fans in attendance its first three years.
Financial terms were not disclosed for the three-year contract with Meineke.
“The bowl will serve as a major step in broadening consumer awareness of our brand and extended product offering,” Ken Walker, Meineke president and CEO, said in a Raycom statement.
Continental had been the title sponsor for the past three years since the startup of the bowl, and the tire maker´s sponsorship expired Dec. 30.
"This has been a wonderful experience for us, and we enjoyed a great partnership with Raycom Sports," said Martien de Louw, president and CEO of Continental. "However, we are at a point in our North American restructuring plan where we believe it is the right time to focus our marketing activities on our dealers and brands on an on-going, year-round effort."