Arnold Palmer to represent Cooper Tire.

FINDLAY, Ohio--(BUSINESS WIRE)--Feb. 10, 1997--Golfing legend Arnold Palmer, who has been recognized as one of the top celebrity endorsers by USA Today, will be serving as the new spokesman for Cooper Tire beginning this year.

Palmer will appear in national television commercials, radio and print advertisements on behalf of Cooper incorporating the theme "Drive On. Cooper." The association between Palmer and Cooper will help increase national awareness of Cooper Tire's unique image of integrity and the company's strong dedication to quality and service.

In addition to the 92 championships he has amassed during his 41-year career, Palmer is well-known outside of the sporting community as one of the most popular and accessible public figures in American history. He is known world-wide as a "down to earth" individual and is described as having a "working class" ethic both on and off the golf course that has helped shape him into a credible American institution of near-icon status.

"Arnold's reputation and status will provide an invaluable `stamp of approval' on the Cooper brand," explains John Fahl, tire operations president. "Arnie told us that he doesn't associate his name with just any company - and we're proud he wants to represent Cooper."

For 1997, 30-second television commercials are being developed. The spots are designed to link Palmer and Cooper in a memorable way to reach customers who are avid golf fans or the many consumers who simply recognize the integrity of Arnold Palmer.

"Our intention is to create an emotional bond with customers through Palmer's endorsement," describes Fahl.

The commercials are scheduled to air during the peak tire selling season of March through August, rotating between NBC and cable channels ESPN, CNN and CNN Headline News, Discovery, USA, A & E and Fox Sports Net.

In addition to other involvements, Palmer serves as president and principal owner of the Bay Hill Club and Lodge in Orlando, Fla., which hosts the annual Bay Hill Invitational Golf Tournament. This year Cooper will serve as an associate sponsor along with Hertz and Penzoil and the tournament's major sponsor Office Depot. This year the tournament will be held on March 20-23, with anticipated attendance of more than 150,000 people.

"The commitment between Cooper and Arnold will be established nationally during the Bay Hill event," explains communications director Patricia Brown. "The tournament receives national coverage on NBC during the final rounds and we will be airing commercials as one of the event's sponsors."

In addition to the strong media schedule, independent Cooper dealers will have an exciting assortment of materials to help create Cooper awareness in their local markets. Sixty second radio spots recorded by Palmer plus special newspaper ads will be available for dealer use in local media. Also, a dynamic selection of point-of-purchase materials will help the dealers merchandise the Palmer-Cooper association both inside and outside their showrooms.

The strengthened Cooper advertising program also includes national radio exposure with another popular American icon, Paul Harvey. For the seventh year, listeners can tune into Paul Harvey's syndicated national program that tells "the rest of the story" and frequently hear Harvey's highly regarded opinion of Cooper.

"This will be an exciting year for independent Cooper dealers who take advantage of our advertising investment," explains Brown. "We wanted more national recognition for the Cooper brand for our customers and we are meeting the challenge with an unprecedented level of advertising support for 1997." -0-

Editor's note: As was reported in the media, Arnold Palmer was diagnosed with a curable form of prostate cancer on January 10 and underwent surgery five days later. He currently is recovering at his home in Orlando, Fla., and is doing well. Golf World recently wrote, "We have seen Palmer scramble out of all situations and now we think this is the same thing. He will beat it."

CONTACT: Cooper Tire & Rubber Co., Findlay

Patricia J. Brown, 419/424-4370