FINDLAY, Ohio — In 2020, Hercules Tire & Rubber Co. launched a multi-year promotional partnership with 32 colleges and universities, spanning eight NCAA conferences, that was secured and activated through Van Wagner Group L.L.C., a sports and entertainment marketing entity.
Hercules Tire, a subsidiary of American Tire Distributors (ATD), continues to build its sports marketing portfolio with two additional sponsorships on the basketball court — the Hercules Tires Ultimate Fanatic Basketball Contest and Hercules Tires Big South Campus Tour. These sponsorships are the latest initiatives meant to grow brand awareness and build connection across local communities, company officials said.
The Hercules Tires Ultimate Fanatic Basketball Contest provides a chance for participants to showcase their school spirit through a 20-second Instagram video. The winner will receive two tickets to the 2022 Men's or Women's Conference Basketball Championship of his/her choice. Other prizes include a swag pack with his or her favorite college gear and a $50 Amazon gift card.
"We're proud to support the colleges and universities in our Hercules Tires-sponsored conferences and look forward to seeing all of the creativity and school spirit," Josh Simpson, senior vice president of Hercules Tires, said.
"This provides us with another way to support our local communities and get the Hercules name out there so these die-hard basketball fans know that Hercules will deliver the performance they expect with the choices and affordability they deserve."
In addition, Hercules tipped off its annual Hercules Tires Big South Campus Tour by hosting men's basketball virtual game promotions with each Big South institution in February. The tour looks different this year due to COVID-19 restrictions with a new digital engagement platform allowing fans to participate from the safety of their own homes. Fans also are able to answer trivia questions on game days, giving them the chance to win prizes, including custom ear pods and other Hercules Tires swag.
"We hope these prizes and promotions bring the game day excitement to fans and help them feel like they're back in the stands at a big game," Mr. Simpson said.
"We're excited to have the opportunity to engage with these loyal fans at a grassroots level and introduce them to the Hercules brand. We want them to know that next time, when it's time to make a tire purchase, we'll be right there at their side."
Both basketball activations are set to run through the end of February.