Digital
Transformation
Festival


16 March - 24 April 2020

Our online festival is underway with a packed programme of interviews and panels. Featuring talks from the industry’s biggest brands and most innovative individuals, this event explores what digital transformation really means for marketing.

Coming Up
10 Apr 10:00 BST / 05:00 EST

Talk to me: voice technology, are we there yet?

FEATURING
Hamish McPharlin
Head of Insight at BBC Global News
Sophie Hind
Managing Director at Voiceworks
Imogen Watson
Journalist at The Drum

Goodyear celebrates 100 years of basketball during conference finals

Basketball history will be on display during the NBA's Eastern Conference Finals, thanks to tire maker Goodyear's well maintained archives.

During Saturday’s Game 3 of the Eastern Conference Finals between the Cleveland Cavaliers and the Boston Celtics, Goodyear – the official tire of the Cavaliers – will unveil a new commercial by GSD&M celebrating its 100-year basketball heritage.

The new creative, titled '100 Years,' showcases Goodyear’s long standing basketball legacy in Northeast Ohio. Airing during NBA programming on ESPN and ABC properties, the commercial features game footage of the Akron Wingfoots: originally a recreation team founded by the workers at Goodyear in 1918, and one of the oldest pro basketball teams in the country.

Still photos and even film footage of the teams over the years are featured in the spot and campaign.

Today, the Wingfoots remain an important piece of the NBA, with their logo featured on the Cavs’ jerseys as part of the team sponsorship. According to a February 2018 study in Crain’s Cleveland Business, Goodyear’s Wingfoot patch is the NBA’s top performing jersey sponsor.

Overall Rating
5/5 Vote

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.