Kumho Tire U.S.A. announced today the company has become an Official Tyre of Formula DRIFT and is sponsoring the Formula DRIFT PRO Championship. The sponsorship represents the company’s plans to invigorate its marketing efforts “to elevate the brand’s awareness in the United States and showcase its product technology through the ultra-high-performance tyre series,” the company says.
“As an ‘Official Tire of Formula DRIFT,’ this will provide a national footprint to elevate the brand in the United States, reaching millions of motorsport enthusiasts,” said Shawn Denlein, president of sales and marketing, Kumho Tire U.S.A. “We manufacture some of the best tyres in the world and are showcasing the quality and capabilities of our ultra-high-performance tyres under the most intense and grueling environments that the Formula DRIFT platform provides.”
As part of the sponsorship, Kumho Tire will receive a significant footprint at each of the eight Formula DRIFT events in the 2024 series, including track signage and activation during race weekends. In addition, Kumho Tire will have a major presence on the race broadcast and through Formula DRIFT’s digital marketing.
“Partnering with Formula DRIFT provides an incredible opportunity to drive awareness of the Kumho Tire brand with this young, loyal, engaged and growing motorsports community,” said Jessica Egerton, vice president of marketing at Kumho Tire U.S.A. “Further, it provides an incredible opportunity to connect with our retail partners around the country to drive sales growth.”
Entering its 21st season, Formula DRIFT is the fastest-growing motorsport in the world, with more than 85% of fans between the ages of 18 to 44, making it the number one motorsport in the United States for millennial and Gen Z generations, according to Formula DRIFT. Viewership boasts approximately 5 million followers on social media.
