AKRON (Aug. 11, 2005) — Goodyear's Dunlop brand recently signed on as a new sponsor of the PBS automotive series MotorWeek, the tire maker said.
Dunlop is now the second national sponsor of the show, joining tool supplier Stanley Works. Andy Traicoff, director of the Dunlop brand, said Goodyear added the sponsorship to promote the 2005-06 Dunlop Drivers Cup and to increase brand awareness.
“Faced with increased competition for marketing dollars, we targeted MotorWeek to reach automotive enthusiasts who are likely to participate in racing and to reach the 'in-the-know' driver,” Mr. Traicoff said.
The 24-year-old television show, produced by Maryland Public Television, provides news and entertainment features on the automotive industry. It is broadcast on PBS and the Speed Channel.