BURLINGTON, Ontario — Hercules Tire will be the official tire of the Hamilton Tiger-Cats of the Canadian Football League (CFL) for a second year, according to the terms of a new deal with tire wholesaler National Tire Distributors (NTD).
The sponsorship deal extends official tire status to Tim Horton Field, the Tiger-Cats' home stadium. NTD is a subsidiary of American Tire Distributors Inc. and is the Canadian distributor of the Hercules brand.
The partnership with the Tiger-Cats will feature field-of-play and broadcast signage; social media content, including the "Hercules Tires Performer of the Game" feature; a digital sweepstakes for fans and an in-market retail promotion.
NTD/Hercules said it is using the agreement to grow its awareness in Canada as "a premier value band, celebrating over 70 years providing a comprehensive selection of passenger, ultra-high performance, light and medium truck, agriculture and specialty tires."
"The Tiger-Cats are extremely excited to continue building upon our partnership with Hercules Tires," Tiger-Cats President and CEO Matt Afinec said. "The brand represents the same strength, structure and resilience that our fans have come to expect from our team on the field and throughout our community."
Last year, the team reached the 2021 Grey Cup game, the equivalent of the National Football League's Super Bowl. The Winnipeg Blue Bombers won that game 33-25.
Josh Simpson, Hercules Tires senior vice president, called the team "one of the most well-known franchises" in the CFL. According to Hercules, the Tiger-Cats had the highest television rates among all team's in the CFL's East Division.
"The combination of our in-game presence, interaction with fans through social media and digital sweepstakes provides a great opportunity to help Hercules Tires grow brand awareness and brand trust within the Canadian marketplace," he said.
Burlington-based NTD operates 25 distribution centers across Canada.
