The company, which markets a line of radial and bias-ply agricultural tires, is again the official agricultural tire of the WCRA (World Champion Rodeo Alliance), WRWC (Women's Rodeo World Championship), and the NHSRA (National High School Rodeo Association and the National Junior High Rodeo Association).
The sponsorships include brand exposure on TV and social media, as well as branding at high-profile rodeo competitions. There are more than 40 million rodeo fans in North America, the company said.
Financial terms of the sponsorship deals were not disclosed.
In addition, CEAT is the title sponsor of a new division youth circuit in the WCRA called the World Championship Junior Rodeo. The sponsorship, which includes arena signage, event activities, athlete initiatives and social media exposure, is an extension of the company's ongoing sponsorships of individual rodeo youth competitors.
Sponsorship of the University of Kentucky rodeo team was also added this year.
Additionally, CEAT expanded its rodeo support into Canada by sponsoring multiple chuckwagons in the Rangeland Derby during the recent Calgary Stampede, which is known as "The Greatest Outdoor Show on Earth."
The Rangeland Derby is one of the most prestigious of all chuckwagon races in North America with the highest prize money, CEAT said.
"Connecting our brand with rodeo continues to make perfect sense for us," CEAT Specialty CEO Amit Tolani said.
"We are committed to improve life and livelihood of the American farming community and our association with rodeo is a testament to that. This year we have expanded our association with rodeos, enabling us to reach out to wider geographies."
CEAT Specialty, a business unit of India's CEAT Ltd., entered the North American market six years ago. It maintains its North American headquarters in Jefferson City.