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February 08, 2020 06:15 PM

ATD's Hercules, Van Wagner partner for NCAA marketing deal

Tire Business Staff
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    NEW YORK — American Tire Distributors' (ATD) subsidiary Hercules Tires is partnering with Van Wagner, and will have a marketing presence in eight National Collegiate Athletic Association (NCAA) conferences and 32 colleges and universities.

    Van Wagner, a subsidiary of Van Wagner Group L.L.C., offers broadcast visible signage in venues in professional basketball, basketball, soccer and in the NCAA.

    According to terms of the multi-year agreement, Hercules Tires will be the title sponsor of six NCAA Division I basketball championships, including the America East Conference, Big South Conference, Colonial Athletic Association (CAA), Metro Atlantic Athletic Conference (MAAC), Southland Conference and Western Athletic Conference (WAC).

    In addition, Hercules will be the official tire sponsor of the West Coast Conference and Central Intercollegiate Athletic Association, all leading up to the NCAA tournament.

    As the exclusive partner, Hercules Tires will receive year-round marketing presence in all of Van Wagner's 38 college and university partners, including title sponsorship of the 2020 Big South Conference basketball and "Back to School" campus tours activating at all Big South member institutions.

    The partnership includes several marketing and media assets during basketball championship season including courtside LED signage, in-arena activations and an integrated linear and digital TV package. Hercules Power Program dealers also may join Hercules Tires during on-site activations through championship events to promote their local businesses.

    Hercules Tires Vice President Joshua Simpson said he is excited to put the Hercules brand on the national platform.

    "This partnership gives us the opportunity to introduce Hercules Tire at a grassroots level to millions of fans through media and on-site exposure," Mr. Simpson said. "We will have the opportunity to create an authentic relationship and be top of mind when it's time to make a tire purchase."

    Hercules Director of Marketing Nakia Medlin said that the firm is working to grow the awareness of the brand, founded in 1952, with its target audience.

    "Not only do we get to engage with passionate college basketball fans during championship season this unique partnership allows us to integrate our brand and engage with these colleges and universities throughout the year in multiple sports," Ms. Medlin said.

    "This engagement will allow us to build a connection with not just the student fan base on campus, but also alumni, faculty and the local community as well."

    According to Van Wagner Executive Vice President Mike Palisi, Hercules has "core values and principles (that) are aligned with what we strive for in college athletics: Honesty, respect, leadership and performance."

     

     

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