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Cooper Tire furthers brand building exercise with Arsenal deal

English Premier League team Arsenal has entered into a long-term commercial agreement with Cooper Tire Europe, effective from the 2014-15 football season.

Under the deal, the terms of which were undisclosed, Cooper becomes the official tyre of Arsenal in Europe, Russia, the Middle East, South Africa and selected North African countries. It will be involved in various promotions to increase its visibility, such as the photo shoot with Arsenal first team players Mikel Arteta, Santi Cazorla, Laurent Koscielny and Per Mertesacker that was staged to launch the partnership today.

Cooper’s branding will feature at pitchside in Arsenal’s Emirates Stadium home and also within the official matchday programme. Dealers will be supported with a range of in-store point of sale materials and Cooper will be developing content and competitions to further promote the partnership.

The agreement is part of a sustained promotional drive across Europe by Cooper, which includes high-profile advertising campaigns and the appointment of brand ambassadors such as former Formula One motor racing driver David Coulthard.