Nichols ropes in deal

The advertising campaign will kick off in May with a series of magazine ads, leading up to the CMA Music Festival in Nashville. Nichols will be featured on marketing materials in 1,100 retail stores nationwide.

Roper's Marketing Director Kerry Vastine said Nichols was a great fit for the Roper brand. "Joe embodies the traits of tradition, hard work and family; three things we feel define the Roper brand," Vastine said. "We hope that this is just the beginning of a long and lasting relationship between Joe and Roper."

"I am very excited about my relationship with Roper and like the fact that this partnership developed naturally," he said. "There are quite a few similarities in our attitudes toward our respective businesses, and I appreciate that. This partnership feels good, and I am happy to be a part of it."

Nichols will also participate in a number of autograph signings and in store appearances at Roper Retailers, beginning with the Roper booth at CMA Music Festival. The company also plans to offer several contest opportunities throughout the year.