MUMBAI: The U.S. agricultural tire subsidiary of RPG Group-owned Indian tire major CEAT Limited has partnered with World Champions Rodeo Alliance (WCRA), a professional sport and entertainment entity that produces major rodeo events across America, in a three-year sponsorship.
Financial terms were not disclosed.
Through the partnership, CEAT Specialty Tires becomes the official agricultural tire sponsor of the WCRA. The OTR tire manufacturer is also sponsoring the Women’s Rodeo World Championship (WRWC), an event open to any female athlete in the world competing in breakaway roping, barrel racing and team roping, the company says.
This year’s competition, organized by the WCRA and Professional Bull Riders (PBR), will be held November 1-6 in Las Vegas in conjunction with the PBR World Finals.
In addition, CEAT is sponsoring the National High School Rodeo Association, a youth western equine association founded in 1949, and the Indian National Finals Rodeo, an organization devoted to enhancing and keeping Indian professional rodeo alive, the company declared.
CEAT says it will have its representatives at all the events so that they can interact with rodeo fans and competitors. In addition, CEAT will utilize its own social media platforms to engage with rodeo fans.
“Rodeo is such a natural fit for CEAT,” says Amit Tolani, the company’s chief executive.
“A large percentage of rodeo fans are farmers and ranchers. We were also drawn to the competitors themselves – young men and women who compete in rodeo at all levels
“We are especially pleased to sponsor women’s rodeo, which is coming on very strong, as well as the junior high/high school competitors and Native American rodeo events.”
