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Driven to Win
College Fans Covet Tire Covers by BG
October 7, 2008

Tailgaters may not always know whether they’re coming or going, but thanks to Tire Covers by BG the rest of the world knows which college team they’re rooting for. As the name implies, the company makes high-quality NCAA licensed tire covers. Its other products include gas-grill covers, stadium cushions, seat towels, and table coverings. Tire Covers by BG is family-run, produces all of its items in its Michigan plant, and has been in business for 35 years.

“Licensing makes up about forty percent of our business,” says CEO Dick Slack. “We do an awful lot of imprints for RV and automotive dealers, who use the tire covers for marketing their businesses. We started doing licensed products around 1980, and with the growth of tailgating this has become a significant part of our business.”

Notre Dame Tire Cover

That date, by the way, corresponds with Brian Slack’s emergence as an offensive tackle with the Florida State Seminoles. Brian, the company’s President, was a teammate of Zeke Mowatt, Rohn Stark and other future NFL’ers on Bobby Bowden’s great FSU teams of the early 80s.

Not surprisingly, the football culture is still strong at Tire Covers by BG. The marketing team includes championship-winning Notre Dame QB Tony Rice, Auburn All-American Dave Jordan, and Southern Miss star Jim Brown, who heads up the sales team.

Alabama Grill Cover

The licensed tire covers retail for around $34.99, and dozens of top schools are available. The company uses only the finest quality vinyls available to the industry, complemented by durable stitching and silk screening techniques.

According to Dick, retailers display them using inexpensive inflatable swim rings, and hang them from the store wall or ceiling. Tire Covers by BG have a good track record drawing customers through the front door (especially on game days!) which helps move other licensed products. He adds that retailers typically reorder between six and eight times a year.

Florida State University
Car Seat Cover

Tire Covers by BG will be among the new exhibitors at the Sports Licensing & Tailgate Show in Las Vegas, and their celebrity sales force will be at the Sand Expo pressing the flesh and signing an autograph or two. This venue gives the company a chance to show off some of its past licensing success stories, which include tire covers for Dale Earnhardt, Disney, Jimmy Buffett’s Margaritaville, and Graceland.

 

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