CALGARY, Alberta—Ceat Specialty Tires took a familiar position recently at the Calgary Stampede, as the tire maker enters its fifth year sponsoring rodeo organizations and events across North America.
Ceat sponsored a chuck wagon competitor at the Calgary Stampede, who entertained customers at outdoor rodeo.
Ceat is again the Official Ag Tire of the World Champion Rodeo Alliance; the Women's Rodeo World Championship; the National High School Rodeo Association; the National Junior High Rodeo Association; and the University of Kentucky rodeo team.
CEAT said the sponsorships include brand exposure on TV and social media, as well as branding at rodeo competitions. There are more than 40 million rodeo fans in North America.
Ceat also is attempting to raise brand awareness through the American Bucking Bull Inc., where the company expects to receive exposure in a CBS-TV special on the ABBI organization scheduled for later this month.
"Our long-term association with rodeo is paying significant dividends in terms of brand awareness with rodeo fans, many of whom are farmers and ranchers," Ceat Specialty Chief Executive Amit Tolani said. "Rodeo fans are very passionate and loyal to the brands that support their sport, and we look forward to another great year of rodeo involvement."
