Federal the official sponsor of Australian tuning show

Summernats 2011 in Canberra, Australia has become Federal Tyres’ first name-sponsored automotive show, alongside distributor National Tyre Wholesalers. The precision driving event at Canberra Showgrounds is a motorkhana style grass event where courses are set up with varying degrees of difficulty. It tests different aspects of both the car and driver to see who can better accelerate, turn, brake and manoeuvre their way through the course in the quickest way possible.

“National Tyre Wholesalers and Federal Tyres have gone together in response to a massive increase in the number of shoddy tuning products entering the Australian markets,” said Mick Hart, NSW & ACT marketing coordinator of NTW. “Our campaign in motorsports for this year is intended to help develop a better rapport between police and the tuning fraternity. Federal’s sponsorship of the event as well as the very well positioned site gave the Federal brand exceptional exposure to spectators and entrants alike. Taking part in the precision driving event is a great opportunity to demonstrate the performance and capability of Federal’s motorsports products.”

Federal also participated in the grand parade on Sunday, where the brand enjoyed publicity through the entire Exhibition Park Complex as well as in front of a full grand stand. Federal distributed many promotional items, such as hats, can coolers, plush toys, stickers and brochures, in addition to the on-course signage. Federal also had a stand, on which visitors could see the brand’s product range; Federal said it generated much corporate interest, and has subsequently “received enquiries from race teams and business traders from every Australian state and territory”.