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Continental Tire has released new commercials featuring Dan Patrick to kick off the 2017 college basketball season. The ads, debuting today, will air nationally during college basketball games across FOX and ESPN with distribution on five regional sports networks. Continental Tire also becomes the exclusive official sponsor of season-long, overtime broadcast segments on ESPN.

The tire brand touts 31 university partnerships (adding Michigan State, Florida State and Miami (FL) this year) and 12 tournament partnerships – including two conference tournament partnerships. Additionally, Continental Tire will activate in-arena during 34 college basketball games this season with branded student section giveaways. Continental Tire began its widespread college basketball sponsorship in 2014, which has grown exponentially since.

rEvolution negotiated all property partnerships, media buying and planning and execution of all partnership assets and activations for Continental Tire; on top of writing, directing, and produced the spots.

Check them out below!