- Continental Tire features, Dan Patrick, in two new 30-second commercial spots.
- New “Ode To Basketball” ads to support Continental Tires involvement in college basketball.
Fort Mill, S.C.; November 16, 2016 – In support of the 2016-2017 college basketball season, Continental Tire has released two new 30-second commercial spots featuring, Dan Patrick, host of the Dan Patrick Show. The spots titled, “Distractor” and “Buzzer Beater”, will air nationally during college basketball games across FOX, ESPN and the CBS Sports Network in support of Continental Tire’s 31 university partnerships and 12 tournament sponsorships. Additionally, the spots will air on five regional networks including, Raycom Sports, Pac-12 Network, SEC Network, Big 10 Network, and Big 12 Network. The campaign dovetails into Continental Tire’s existing partnership with the Dan Patrick Show.
“We were thrilled that Dan signed on for these commercials in support of our college basketball program,” said Travis Roffler, director of marketing for Continental Tire. “We want fans to know that we understand their passion for college basketball and we love the game too. Dan was a great way to help deliver this message to such a dedicated audience. Over time, our shared passion will hopefully result in trust and loyalty and that’s ultimately where you want the relationship to be.”
Both commercials were filmed at the Barclays Center Arena in October and began airing November 14. The spots focus on the importance of the fans to the game of college basketball, and what a difference one shot at the wire can be. Continental Tire tapped into Patrick’s dry wit and love of the game to give the campaign an “Ode To Basketball” theme.
“Well, what I loved is I thought Continental was understanding me and the show that I do and my personality because I didn’t want to just do a commercial,” said Patrick. “I wanted to do one that we could have fun, making fun of me in the process. Maybe they did it a little too well. How do we make fun of Dan? Boy, we’ve got it nailed! Oh we’re only going to do one spot? Let’s do one more where we make fun of Dan.”
Continental Tire’s involvement with college basketball began in 2014 and has grown to include the following university partnerships: University of Arizona, Baylor, Boston College, Butler, University of Connecticut, Duke University, University of Florida, Georgia Institute of Technology, Georgetown University, Indiana University, University of Kansas, Louisiana State University, University of Michigan, University of Nebraska, University of Oregon, University of South Carolina, St. John’s University, Syracuse University, University of Texas, University of Louisville, University of Missouri, University of North Carolina, University of Oklahoma, University of Kentucky, Seton Hall University, University of Wisconsin, Villanova University, University of Southern California, and the Big Ten Conference. Continental Tire has added three schools to their partnership lineup for the 2016-2017 season including, Michigan State, Florida State and Miami (Florida).
As part of their partnership agreements, Continental Tire will implement a total of 34 in-arena activations at games across the country. These activations will include branded student section giveaways as well. Finally, Continental Tire becomes the exclusive official sponsor of the 2016-2017 season-long overtime broadcast segments on ESPN.
Share your favorite basketball moments and traditions with us using, #OdeToBasketball.
About Continental Tire the Americas
Based in Fort Mill, S.C., Continental Tire the Americas, LLC manufactures and distributes a complete premium line of passenger, light truck and commercial tires for original equipment and replacement markets. Our ultra-high, performance tires include award-winning technologies that focus on safety, help save money, and reduce CO2 emissions. Continental’s premium products are available at leading independent tire dealers, car dealers, and mass retail companies across North America. Continental Tire is a proud supporter of IMSA, Major League Soccer (MLS), College Basketball, Team är-kªn', West Coast Customs, Lingenfelter Performance Engineering, and Petty’s Garage. For more information visit, www.continentaltire.com.
About Continental AG
Continental develops intelligent technologies for transporting people and their goods. As a reliable partner, the international automotive supplier, tire manufacturer, and industrial partner provides sustainable, safe, comfortable, individual, and affordable solutions. In 2015, the corporation generated sales of €39.2 billion with its five divisions, Chassis & Safety, Interior, Powertrain, Tires, and ContiTech. Continental currently employs more than 218,000 people in 55 countries.