Maxxis has extended its title sponsorship of the ACU British Motocross Championship for a further three years. The company believes continued commitment to the series, which this year comprises eight rounds including at a new track at Silverstone, will provide the “best national series in the world” with added security, stability and a strong financial and promotional footing.
Continental Reifen Deutschland GmbH has awarded the account for its tyre advertising in Europe, Africa and the Middle East to a new agency, Serviceplan. The Hamburg, Germany based agency beat three competitors to secure the account on the merits of what Conti calls its “highly emotive” campaign concept, which focused on the safety aspects of Continental passenger car tyres.
Exide Technologies has announced the continued sponsorship of Henning Solberg in the World Rally Championship. The company’s Norwegian subsidiary has sponsored Solberg since 1993 and this sponsorship was broadened to include Exide’s entire European Transportation organisation several years ago. As part of the company’s sponsorship, Exide Technologies provides the with Exide batteries for its vehicles. Solberg and co-driver Cato Menkerud will again sport Exide logos on their uniforms and car.
As was first reported by Tire Review, Bridgestone Americas will announce today that it has signed a naming right deal for Nashville’s downtown arena. The tyre-maker and the Nashville Predators will hold a press conference this morning to announce the multi-year deal, which will create the “Bridgestone Arena.” The facility, currently named the Sommet Center, after a local firm, serves as the NHL team’s home, and hosts a wide variety of events and concerts.
As part of its 2010 marketing program, Yokohama Tire Corp. is sponsoring two of the NBA’s top teams – the Boston Celtics and San Antonio Spurs – for the third consecutive year, says Tire Review. “NBA basketball has enormous appeal in the US and globally,” said Shawn Denlein, Yokohama director of sales, consumer products, “and the championship-caliber Spurs and the Celtics are two of the league’s most popular teams. For Yokohama, the NBA is an excellent platform to showcase our world-class lineup of tyres, including ADVAN, S.drive, Parada, Geolandar, AVID – including the all-new AVID ENVigor – and the eco-friendly orange oil-infused dB Super E-spec. All the tie-ins we’re doing with the Spurs and Celtics will be slam dunks with our dealers and their customers in these markets.”
Apollo has ended its key sponsorship deal of India’s quest to find the country’s first tennis Grand Slam singles champion by 2018. A statement issued by the company praised the “stellar performances” of the children taken on by the programme, and said the decision to end its sponsorship was “regrettable” and “extremely unfortunate”, according to The Hindu in India.
Cambrian Tyres has reported a healthy growth in sales of its sole bicycle tyre brand Continental. With year on year unit increases of 30 per cent since 2007, Cambrian reports it is now selling four times as many Continental tyre units as it was in 2000. “Not only tyres, but our tube business has also seen a dramatic rise as we’ve strived to make the Continental brand more attractive both in terms of margin and depth of range,” commented Cambrian’s bicycle brand manager Shelley Childs.
Bridgestone has obtained exclusive title sponsorship for the 2010 World Green Car Award. The global agreement was drawn up between Bridgestone Corporation of Japan and the World Car of the Year Awards Association, based in Canada, in December 2009. The agreement gives Bridgestone exclusive global branding rights on all communications emanating from the World Green Car Award during the 2010 calendar year and at official awards press conferences to announce the World Green Car three finalists and winner.
Following a year on the world’s racetracks in which more than 120 champions were crowned using its motorsport products, Avon Tyres Motorsport of Melksham, Wiltshire in the UK is to participate in a variety of competitive motorsport championships in categories as diverse as rallycross, hillclimb, sprints and historic racing in 2010. Perhaps most prominently, the division of Cooper Tire will continue its title sponsorship of the British GT Championship.
Continental Tire North America calls it a “new era in motorsports” – on January 29, the Grand-Am Continental Tires Sports Car Challenge took the first green flag of the year at Daytona International Speedway, setting into motion both the 2010 Grand-Am racing season as well as a new long-term partnership between Conti and Grand-Am Road Racing in the US. Continental Tire recently became title sponsor and official tyre for the popular endurance road-racing series, which attracted nearly 80 entries for January 28’s ‘Fresh From Florida 200’ event. A tremendous variety of race machines, from Mini Cooper S to Ford Mustang, took to the field, yet despite the size difference all share the same type of tyre, the Continental Extreme Contact DR.
The Continental tyre brand will be all over Grand-Am Road Racing in 2010-11, as Continental Tire North America has signed the brand on as the official tyre of the Grand-Am Rolex Sports Car Series and as the official tyre of Watkins Glen International Raceway. The new commitments complement CTNA’s previously announced title sponsorship of the Grand-Am Continental Tire Sports Car Challenge.
Once again, Bridgestone Americas Tire Operations plans to grab the attention of viewers of Super Bowl XLIV, which airs 7 February on CBS from Dolphin Stadium in Miami, Florida, reports Tire Review. BATO will unveil two new Bridgestone brand tyre commercials during the game, in addition to the brand serving as the title sponsor of the Super Bowl XLIV Halftime Show featuring The Who. The Richards Group, a Dallas-based independent advertising agency, created the 30-second commercials, one of which will run at the end of the first quarter, while the other will air during the third quarter.
Avon Tyres has put its name to two regional Formula Ford Championships for 2010; they will be known as the Avon Tyres Club Formula Ford Northern Championship and Avon Tyres Club Formula Ford Southern Championship. Having been the control tyre throughout Formula Ford 1600 racing for many years, the sponsorship of the two Club Championships, organised by the British Racing & Sports Car Club (BRSCC), was a natural progression for the brand: “Our tyres are synonymous with Formula Ford so we are delighted to support the marque’s leading entry level championship,” said Roger Everson, sales and marketing manager for the Avon Tyres Racing Division.
As a brand somewhat synonymous with glamour and flare, Pirelli and the Autosport International Show are an excellent fit. The Italian brand took the opportunity of the 2010 show to display its vast array of motorsport tyres and Pirelli seemed sure that one particular model was turning the most heads among the 85,000 visitors. The P Zero Trofeo proved, in Pirelli’s opinion, to be “the toast” of this year’s show.
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In 2009 Maxxis significantly increased its online presence, adding to and improving the content on its corporate website and launching the Maxxis Babes website. Maxxis also saw the benefits from advertising on other websites, with links on Liverpool FC’s and Max Power’s websites drawing in traffic (amongst others). Managing director Derek McMartin has been impressed with an increase in traffic, commenting: “We are delighted that more and more people are actively seeking out the Maxxis brand online, whether they are consumers who want to know more about our products and where to buy them, or tyre retailers who are considering stocking Maxxis tyres.”
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