OTTAWA, Ontario — Cooper Tire & Rubber Co. has inked a sponsorship deal with the Ottawa Senators of the National Hockey League (NHL) throughout the 2017-18 season, adding to its existing deal with the Calgary Flames.
The sponsorship deal — which is an addition to its support of the Canadian Hockey League — calls for Cooper signage to be featured in a mix of marketing efforts, the company said, including exposure in the arena and on arena video screens as well as through local market radio, social media, digital and print media.
Fans watching Senator broadcasts at home also will see Cooper Tire displayed on nationally televised dashboard signage, Cooper said.
"Cooper is proud to support the Ottawa Senators and our loyal Canadian dealers through this sponsorship," said Laura Goetz, senior advertising manager, North America Tire Operations.
"Cooper has more than a century of experience in the tire industry, with a focus on making quality tires that last. This relationship will allow us to share our great Cooper products with the Senators' passionate and engaged fan base and continue to grow the longstanding ties we have in Canada."
The Senators, which play at the Canadian Tire Centre in Ottawa, finished the 2016-17 regular season in second place in the NHL Atlantic Division with a record of 44-28-10. They advanced to the Eastern Conference Final, losing in seven games to the eventual NHL champion Pittsburgh Penguins.
This deal fits with and expands Cooper Tire's strategy of engaging with an "active fan base" in order to showcase the Cooper brand across Canada, according to Laura Goetz, senior advertising manager – North America Tire Operations.
Cooper has partnered with the Canadian Hockey League since the 2013-2014 season, a deal company officials said at that time was a "logical extension" of Cooper's Canadian market focus.
The CHL claims to be the the world's largest development hockey league with 52 Canadian and eight American teams participating in the Ontario Hockey League, Quebec Major Junior Hockey League and Western Hockey League.