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November 16, 2016 01:00 AM

Conti airing 'Ode to Basketball' spots

Tire Business Staff
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    Continental Tire the Americas photo
    Continental Tire the Americas has contracted noted sports talk show host Dan Patrick to be the voice of two upcoming television commercials

    FORT MILL, S.C. (Nov. 16, 2016) — Continental Tire the Americas has contracted noted sports talk show host Dan Patrick to be the voice of two upcoming television commercials promoting its support of college basketball through 31 university partnerships and 12 tournament sponsorships.

    The tire maker has released the 30-second spots — titled “Distractor” and “Buzzer Beater” — which will air nationally this season during college basketball games on FOX, ESPN and the CBS Sports Network.

    The spots, filmed at the Barclay's Center Arena in Brooklyn in October, focus on the important role fans play in the game of basketball. According to Continental, Mr. Patrick's dry wit and passion for the game helped to create an “Ode to Basketball” feel.

    “Well, what I loved is I thought Continental was understanding me and the show that I do and my personality because I didn't want to just do a commercial,” said Mr. Patrick, host of the Dan Patrick Show. “I wanted to do one that we could have fun, making fun of me in the process. Maybe they did it a little too well.”

    Continental also is inviting college basketball fans to join in the conversation and share their favorite basketball moments, memories and traditions on social media using #OdeToBasketball.

    The spots debuted Nov. 14 and will also appear during games broadcast on regional networks Raycom Sports, Pac-12 Network, SEC Network, Big 10 Network and Big 12 Network., Conti said.

    “We were thrilled that Dan signed on for these commercials in support of our college basketball program,” said Travis Roffler, director of marketing for Continental Tire. “We want fans to know that we understand their passion for college basketball and we love the game, too. Dan was a great way to help deliver this message to such a dedicated audience.”

    Since 2014, Continental has partnered with several universities in support of basketball. Those university partnerships have grown to include: University of Arizona, Baylor, Boston College, Butler, University of Connecticut, Duke University, University of Florida, Georgia Institute of Technology, Georgetown University, Indiana University, University of Kansas, Louisiana State University, University of Michigan, University of Nebraska, University of Oregon, University of South Carolina, St. John's University, Syracuse University, University of Texas, University of Louisville, University of Missouri, University of North Carolina, University of Oklahoma, University of Kentucky, Seton Hall University, University of Wisconsin, Villanova University, University of Southern California, and the Big Ten Conference.

    Michigan State, Florida State and Miami (Florida) were added as Continental-sponsored schools starting with the 2016-17 college basketball season.

    Through its partnership agreements, Continental will implement 34 in-arena activities at games across the country that will include branded student section giveaways.

    Additionally, Continental Tire becomes the exclusive official sponsor of the 2016-17 season-long overtime broadcast segments on ESPN.

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