By Barry Janoff
October 31, 2016: Although it plays off the tag line used by another company, the Goodyear Tire & Rubber Co., based out of Akron, is being like a good neighbor and has signed a sponsorship agreement with the Pro Football Hall of Fame, located in Canton, Ohio.
Goodyear said the alliance "marks a new chapter in (our) long association and brand leadership in the sport of football," including the presence of the Goodyear Blimp providing aerial TV coverage and visuals for more than 60 years.
Goodyear and the Hall of Fame also said the alliance would help "establish the venue as a global sports destination."
Financial terms were not shared.
Other Pro Football Hall of Fame marketing partners include Haggar, Anheuser-Busch (Budweiser), Ford, TopGolf Kay Jewelers, Panini, Sarchione Auto Group and the U.S. Army.
The initial activation between Goodyear and the Pro Football Hall of Fame is a special offer for the U.S. Armed Forces in which active members of the military and veterans (plus one guest) will be allowed free entry into the Hall throughout the month of November, including Veteran's Day. (Details here.)
"We are delighted to join forces with the Pro Football Hall of Fame, our neighbor in Northeast Ohio," Steve McClellan, president for Goodyear Americas, said in a statement. "This is a time of tremendous excitement for the Hall of Fame as it embarks on a transformational project to establish the venue as a global sports destination."
Goodyear plans to support with multi-media marketing as an extension of its "Blameworthy" campaign. A launch spot, "Blimpworthy Moments," sees former NFL players and executives and now Hall of Famers including Floyd Little, John Randle, Warren Moon, Chris Doleman, Bill Polian, Ron Wolf and Anthony Muñoz talking about what it was like to see the Goodyear blimp hovering over the stadium during a game.
Other elements of the campaign will "celebrate the spirit of football — hard work, grit and determination — on and off the field." Goodyear will share other “Blimpworthy” stories from Hall of Famers about the moments in time that transformed their careers "leveraging the Pro Football Hall of Fame's vast archive."
"We are especially pleased to be able to build on our strong relationship and longstanding support of the U.S. Armed Forces through this new agreement with the Hall of Fame. Both pro football and our military embody the hard work, determination and grit that we are celebrating in our 'Blimpworthy' campaign," said McClellan.
According to David Baker, president for the Pro Football Hall of Fame, "The Pro Football Hall of Fame is proud to collaborate with Goodyear, a company that shares a commitment to celebrate excellence.
"We look forward to working together to provide stories of inspiration to generations of fans by focusing on values learned from the game such as commitment, integrity, courage, respect and excellence," said Baker.
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