Cooper Tire’s involvement in rallycross as official tyre supplier and sponsor of the FIA World Rallycross Championship over the past four years is helping it to improve its European exposure as a supplier of high performance tyres, the manufacturer states. It describes the expertise it gains from the series as a critical part of its ability to produce tyres that can be pushed to the toughest of limits, but the growing popularity of the series, including dedicated coverage up 550 per cent compared to 2013 and reaching younger audiences via mixed media coverage, also provides a hotbed for Cooper to display its performance credentials to new audiences across the globe.