Maxxis Target Tuning Sector With Max Power Partnership

Maxxis has partnered with Max Power in an affiliation programme that gives the company opportunities to promote its range to the lucrative tuning, styling and performance sector. The deal, which officially began in March 2009, will see Maxxis support a series of Max Power tyre features, raise its profile through branding on the magazine’s website and provide product for testing and subsequent reporting in the popular ‘Max Garage’ pages. Maxxis will also sponsor the ‘InGear’ tuning section and the two companies will collaborate at four major performance/tuning shows throughout the year: the International Styling and Tuning Show (April 11-12), the UK Modified Nationals Show (May 23-24), the Modified and Performance North East (July 19) and Ultimate Street Car (August 1-2).

The Maxxis Babes will be in attendance at these events and Maxxis will also be taking along its new hospitality facility. Featuring a striking Maxxis livery, the glass-fronted trailer unit incorporates a 12.5m x 8m awning, a separate stage area, kitchen and an upper deck – which will be dual-branded to reinforce the partnership – where guests can enjoy great views of the action.

Max Power has a monthly circulation of 30,076 issues (ABC) and a readership of some 702,000 per month (NRS January-December 2008), while its website, www.maxpower.co.uk, attracts over 100,000 unique visitors and receives almost 1.2 million page impressions per month (Web Trends July 2008), making it the UK’s leading performance tuning website.

“Max Power has long been recognised as the premier magazine covering the UK’s performance, tuning and styling aftermarket and this affiliation programme will help us take a major step forward in positioning Maxxis as a key supplier to the growing numbers of enthusiasts who live and breathe modified cars,” says Maxxis International UK’s managing director Derek McMartin.

Throughout 2008 Max Power was heavily involved in the drifting scene, which is attracting bigger and bigger crowds as it grows in popularity. This season the magazine is ramping up its support for Time Attack and the Need for Speed European Drift Championship (EDC) with both print and online coverage, all of which ties in well with Maxxis UK’s decision to increase its involvement in the high octane sport during 2009.

Last year the MA-Z1 high performance radial performed so well in the EDC and gave Maxxis valuable exposure to the enthusiast market that it is renewing its support for the SVA Imports team and professional drift drivers Declan Hicks and Tom Yates and is also sponsoring Japspeed, which specialises in aftermarket performance parts for Japanese road and track cars and has been a key player in the UK drifting scene since 2005.

This season they will all be using the MA-ZI Drift tyre, which is based on the high performance road-going tyre but incorporates a specially developed high temperature silicone rubber compound for long life and produces the all-important smoke required to score vital extra points.

Max Power editor Mark Guest said he is delighted to be teaming up with Maxxis, commenting: “We’ll be putting tyres well and truly under the spotlight this year thanks to this tie up with Maxxis. Our readers will benefit from informative features that will not only flag up new product launches, but will also explain everything they need to know about tyre technology, put them in the picture about how to go drifting and offer them advice on choosing the right kind of tyres for a variety of activities and conditions.”