Ad Logos Appear on HERO Vehicles

Even heroes need sponsorship deals, especially during tough economic times. As a result, the state's HERO program to help stranded drivers is heading into the holiday weekend with some advertising.

Money from a sponsorship agreement will fund a big part of the HERO -- Highway Emergency Response Operator -- program's budget. The tradeoff is a prominent corporate logo on the sides of HERO vehicles.

Tracy Rush is a six-year HERO veteran for the Georgia Department of Transportation.

"If I pull over the shoulder and change someone's tire and if they're on the side of that barrier wall and save their life, great. I just get a high off of that," said Rush.

Now, his HERO unit carries the logo of State Farm Insurance. Under a three-year sponsorship deal with the state, State Farm pays $5.1 million, $1.7 million a year with a two-year renewal option at $1.8 million a year.

In exchange, the company's logo will be placed on HERO vehicles, operator uniforms and signs for the HERO service area.

The HERO units covering close to 300-miles on metro interstates and the program currently has a $7.5 million annual operating budget.

Officials, led by Governor Perdue, praised the arrangement as Georgia prepares for the summer driving season in the midst of state financial struggles.

"The sponsorship, through State Farm, will help us continue and enhance the program going forward. Any relationships, like this, that we can have, I think is a great partnership," said Perdue.

Already, the Georgia DOT collects more than $3 million a year from a program that places retailer logos on signs at interstate exits in the state.

The corporate sponsor will get plenty of mobile sightings for the company logo. The state said HERO assistance to drivers has increased almost 100-percent in the last five years.