CHARLOTTE, N.C.—American Tire Distributors Holdings Inc.'s (ATD) Tire Pros franchise program recently inked two sponsorship deals—one with the University of Virginia (UVA) Athletic Department and the other with the Center for Tire & Service Education (CTSE).
ATD said it signed on as a scholarship sponsor in support of CTSE's “Tire Leadership 21,” an educational program created in December to help train the next generation of tire dealer managers and owners.
The program includes two one-week sessions held at Northwood University campuses in Midland, Mich., and West Palm Beach, Fla. The Tire Pros scholarship covers 50 percent of the tuition for the course, including meals and materials.
Existing Tire Pros dealers may apply for the scholarship, even if they already have enrolled an employee in the program.
In addition, Tire Pros dealers in Virginia have joined forces with UVA to become the official tire retailer of UVA Athletics in 2014.
Tire Pros said the omni-channel marketing sponsorship will enable it to build brand awareness and also engage with students and fans during men's and women's basketball, lacrosse, soccer and football games.
Tire Pros' media package with the university includes in-stadium signage, social media coverage, in-game contests and print, radio, TV and Web campaigns.
The Tire Pros franchise program includes more than 570 retail locations nationwide, ATD said.