Cooper inks sponsorship of 'Weather Channel' programs

ERJ staff report (TB)

Findlay, Ohio - Cooper Tire & Rubber Co. has struck a deal with The Weather Channel (TWC) to sponsor a number of the channel's regular broadcast programs and establish a presence on some of TWC's mobile and social media platforms.

Cooper said it expects the partnership “to celebrate the everyday road trip” and showcase important product, tyre safety, and maintenance solutions on-air, online and through mobile applications. The ultimate goal is to help “educate and inspire confident drivers and safer commutes.”

Cooper did not disclose the value of the partnership or its duration.

Among the programs involved, Cooper will be the exclusive sponsor of the “Morning Rush” segment within TWC's top-rated morning program “Wake Up with Al,” hosted by weatherman Al Roker. “Morning Rush” includes national weather highlights, “bus stop” weather and travel delay updates.

Cooper also will have a presence on TWC's customised, weather-triggered messaging, providing consumers with local forecasts for their upcoming weekend road trips, and will maintain a digital presence on weather.com, including being the exclusive partner on the channel's “Favorite Fall Drives” content, launching this fall.

“Cooper Tire is excited to enter into this partnership with The Weather Channel,” said Hal Gardner, vice president of marketing communications and market intelligence for Cooper Tire. “This association is the perfect complement to our brand, encouraging consumers to enjoy their road trips safely.”

Cooper also will have geographically targeted messaging across TWC's mobile applications, raising awareness of changing weather conditions that could affect driving conditions.

From Tire Business (A Crain publication)