Nexen Tire enters US drifting partnership

Nexen Tire has become an ‘Official Major Partner’ of US-based drifting series Formula Drift for the 2016 and 2017 race seasons. The two-year partnership agreement was signed at the Nexen Tire America’s headquarters on 18 March and sees the tyre maker supply the N’Fera SUR4 for competitive use. In addition, the company has also signed partnerships several drivers.

“Our partnership with Formula Drift, where tyre performance plays a crucial role in maximising handling and providing efficient grip, will be an ideal opportunity to showcase our performance-driven technology and increase brand awareness,” wrote Nexen Tire in a statement, adding: “We will further strengthen our sports marketing in motorsports by launching a new Nexen ‘Motorsport Branding Identity’ this year.”

Under the partnership, Nexen Tire advertisements will be placed on track signage and the Formula Drift Live Stream, along with commercials on both the Formula Drift website and all Formula Drift broadcasts on CBS Sports, reaching approximately 10 million households across the US.

Two Scion Racing drivers, 2015 Formula Drift world champion Fredric Aasbo and 2015 runner-up Ken Gushi, have signed with Nexen Tire for a two-year period, while two-time Formula Drift champion Tanner Foust has signed up for a year.