Discount Tire Appoints ANC As Sports Agency of Record

Adrian J Cotterill, Editor-in-Chief

As ANC embarks down a new road in its long journey as a leader in the digital signage and visual display industry, it’s only fitting to have a giant in the automotive industry by its side.

As one of the leading independent tire and wheel retailers in the U.S., Discount Tire, which also does business as America’s Tire in parts of California and Pennsylvania, has named ANC its Sports Agency of Record handling sports advertisements.

In this role, ANC will serve as the exclusive advertising sales representative and a strategic planning partner for the brand’s TV visual signage in professional and college team sports facilities across the country.

ANC began working with Discount Tire eight years ago, primarily handling spot buys for the retailer in key markets of growth on a short-term basis. Earlier this year, ANC helped Discount Tire secure a comprehensive advertising package built around TV visible signage in the World Baseball Classic. ANC will work with Discount Tire’s internal media planning and buying teams on additional special events as its core responsibilities as the agency of record handling sports advertisement.

ANC also recently negotiated a multi-year exclusive partnership with The Women’s National Basketball Association (WNBA) and Discount Tire and one of its top-selling brands, Continental Tire, which have been named the Official Tire Retailer and Official Tire of the WNBA. As part of the partnership, Discount Tire and Continental Tire will receive media exposure across a variety of platforms including through TV visual signage, and on court virtual signage during WNBA national broadcasts, as well as across the league’s official social and digital sites. The WNBA and its newest partners will also collaborate on future promotional efforts. Discount Tire operates retail stores in nine of the WNBA’s team markets and offers online tires and wheels sales to all consumers across the U.S.

Since the purchase of ANC by C10 Media from Learfield, ANC has dialed up its advertising sales function, an expertise that has been a key to its success for much of the company’s 25-year history.

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