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HiQ Director Predicts ‘Bright New Dawn’

HiQ Retail Director Andy Morris has already set a bold New Year’s resolution for the fast fit company in response to “one of the busiest years imaginable.” HiQ, which has over 120 centres nationwide, announced a national franchise programme designed to speed up the transfer of Goodyear Dunlop owned stores long-term franchise agreements. If that wasn’t enough to keep them busy, the company also embarked on the first year of a three-year sponsorship of the British Touring Car Championship.

Looking forward to 2009 Morris is optimistic: “Our company New Year Resolution is to offer ‘fast fit you can be sure of’ and that is our new company message that you will be hearing more of. It will be relevant to every single one of our centres. It has certainly been a hectic year, but one which has put us in a far stronger position now than we were 12 months ago.

24th November 2008/by Tyrepress Editors

Yokohama HPT Continues MK Dons Sponsorship

The UK distributor for Yokohama and Advan high-performance tyres, Yokohama HPT Ltd (YHPT) has continued its relationship with local soccer team, MK Dons for the 2008/9 season. Last season was the first for the partnership between Yokohama and the MK Dons, which YHPT saw as a valuable opportunity to support its local community. And it turned out to be an inspired decision; the team was promoted to League 1 of the Football League and in addition, claimed the coveted Johnstone’s Paint Trophy by the end of the season.

In addition, Yokohama HPT was proud to see the Japanese company’s logos displayed around the 31,000-seat stadium throughout the season, as well as enjoying the opportunity to support the team in person, along with a selection of guests and VIPs.

17th November 2008/by Tyrepress Editors

Watchdog Bans Continental Advert

The UK Advertising Standards Authority has banned a Continental tyre advertisement, concluding that it could not substantiate its claims that “nothing stops better than a Continental tyre.” Following a complaint by competitors Goodyear and Michelin, the ASA analysed the braking results of all 2007 tyre tests of summer tyres and found that Continental’s competitors had performed better in 28 instances.

As a result the ad – which in technical speak breached substantiation, truthfulness and other comparisons clauses – must not appear again in its current form. An internal document shows Goodyear made its case by submitting the results of all 2007 UK independent tyre tests (which were all won overall by Goodyear HydraGrip or Eagle F1 Asymmetric) to the ASA.

Tim Bailey, Continental Tyre Group Ltd’s advertising and sponsorship manager explained that the company commissioned TUV research that demonstrated the braking ability of its tyres: “We commissioned a special report by the TUV in Germany to test our tyres and those of our competitors in 2007 and this demonstrated that Continental tyres in the pattern and size tested are superior in braking performance in both wet and dry conditions. The claim that ‘nothing stops better than a Continental tyre’ is truthful based on this evidence.

12th November 2008/by Tyrepress Editors

Maxxis Trucks Features in Off-Road Racing Game

The Maxxis brand features in the new Playstation 3 and Xbox 360 computer game Baja: Edge of Control, adorning the trucks of off-road racers depicted within the game. The game was developed by 2XL Games Inc. and is published by THQ.

With 1,000 miles of drive-to-horizon landscape, the game attempts to capture the intense action and atmosphere of off-road racing events such as the annual Baja 1,000 and features trucks belonging to Pete Sohren and the McMullen & Bell team. Players must build their own vehicles and attempt to conquer harsh desert terrain, including towering mountains and steep cliffs. Just like the drivers who compete in off-road sports, they vie for sponsorship based on their results and work with an advanced support system that includes helicopter and truck crews.

10th November 2008/by Tyrepress Editors

Kumho KETC Awarded for Rally Raid Programme

The Birmingham-based Kumho European Technical Centre (KETC) has won a major internal award for its work in relation to the Bowler Nemesis Rally Raid programme. The award was granted for the centre’s work on the 275/65R18 KL72 and KL73 tyres it has specially developed for the 500bhp Land Rover-based Bowler Nemesis 4×4 – the covers are the only ones of their size and type available for use in the world’s major rally raid events.

31st October 2008/by Tyrepress Editors

Two Hundred Champions in 2008

Cooper and Avon have shown particular strength in the field of motorsport, with more than 200 worldwide motorsport champions crowned on either tyre brand in 2008. One of the more impressive aspects of this record is the sheer variety of competitive motorsport championships and range of markets in which the manufacturer has enjoyed success.

In the US, Cooper continued its title sponsorship of the Cooper Tires Atlantic Championship powered by Mazda, where Finland’s Markus Niemela won the title in his rookie season. He held off challenges from second and third placed, Jonathan Bomarito and Jonathan Summerton, plus Greg and Leo Mansell, sons of 1992 F1 World Champion Nigel. From next year in Europe, Cooper Tire will also be the title sponsor for the UK’s premier single-seater championship, the British Formula 3 International Series.

30th October 2008/by Tyrepress Editors

Federal Looks Back on Spectacular Drift Australia

The 2008 Toyo Tires Drift Australia Series may only have finished in September with its fifth and final round at Oran Park Speedway on 20-21, but Federal Tires – which supplies some of the participants’ rubber and sponsorship – is already looking forward to “an even bigger year in 2009.” The Federal brand is heavily represented by the rides of Khudar Elhaouli, Tom Monkhouse, Eugene Arendsen and Nathan Weissel. The latter two drivers have also represented Team Federal alongside Trent Whyte in the Team Drift competition, which the Taiwanese manufacturer singles out as a particular highlight of the series.

Federal has been pleased with its progress in the competition and with the brand development opportunities it has had through participation in the series. The brand is particularly keen to raise awareness of its products in the high and ultra-high performance sectors, and the audience of Drift events – which involve throwing cars into spectacular slides to gain points for style rather than just speed – is typically made up of willing consumers of products in this sector. In terms of results, Elhaouli’s overall series fourth place, alongside the eighth, ninth and tenth placements of Monkhouse, Arendsen and Weissel, reflects the relative success Federal-shod competitors have experienced, allowing them to finish the year, in the company’s words, “at the pointed end of the field.”

24th October 2008/by Tyrepress Editors

“What an Eye-Opener!”

Maxxis selected a winner for its online caption competition, which was run as part of the company’s duties as the Official Tyre Partner of this year’s Isle of Man TT Races. Trevor King from Mansfield came up with, “After a relentless search for tyres I discovered Maxxis, what an eye opener!” to win the top prize of VIP hospitality for two at the last round of the 2008 British Superbike Championship (BSB) on Sunday 12 October.

King decided to try his luck and enter the competition while he was looking for 4×4 tyres on the Maxxis website. He and his wife Melanie are keen BSB fans and had pre-booked tickets for the season finale at Brands Hatch. However, King quickly cancelled the reservation when he learned they would be attending the event as guests of Maxxis: “I once won bike show tickets in a radio competition, but that was about ten years ago, so I was amazed when I got a call to say I’d won this VIP package including hospitality, pit lane passes, access to the Team Maxxis technical areas and a photograph with one of the Maxxis Bykerbabes.

22nd October 2008/by Tyrepress Editors

HiQ Looks Forward to Further BTCC Success

HiQ is promising to continue its good work throughout the length of its three-year sponsorship of the British Touring Car Championship, having been praised by organisers for its “brilliant” first 12 months with the UK’s premier motor racing series. The final round of racing at Brands Hatch in September signalled the end of a first year of partnership with the BTCC, which HiQ has branded “extremely fruitful”.

BTCC series director Alan Gow said: “HiQ and the BTCC is developing into a brilliant relationship. The company has been extremely pro-active from the first race back in March and we have received a great deal of feedback praising the company’s energy and enthusiasm. A lot of time and effort has gone into engaging with the fans of the series, who are reaping the benefit of having HiQ as the title sponsor and the introduction of this clever Champagne Moment initiative is giving those watching both trackside and live on television yet another chance to get actively involved in the championship.”

The Champagne Moment competition asked raceday crowds to visit its website www.hiqonline.co.uk and vote for their favourite driver at each round, embracing the BTCC’s approach of interacting with the public. HiQ also arranged Fans Forums to give fans a chance to meet the BTCC’s teams and drivers at its local stores ahead of each race meeting. Both initiatives helped the company to raise awareness of the HiQ name among thousands of new potential customers.

17th October 2008/by Tyrepress Editors

Bridgestone Returns as Title Sponsor of UK NFL Match

American football fans in the UK rejoice – the NFL is returning to our shores, once again with title sponsorship from Bridgestone Firestone North American Tire. The company announced on October 13 it has returned for a second season as title sponsor to the Bridgestone International Series.
The Bridgestone brand, which also is the “Official Tire of the National Football League” and title sponsor of the Bridgestone Super Bowl Halftime Show, will play a key role in the promotion of the San Diego Chargers-New Orleans Saints game to be played at London’s Wembley Stadium on October 26. Bridgestone’s involvement will include field-level LED boards with brand logos, stadium signage, presenting sponsorship of the pre-game show on Sky Sports, video board features and print programme advertisements.

14th October 2008/by Tyrepress Editors

Cooper to Supply British Formula 3

Tyre supply and title sponsorship for the British Formula 3 International Series, the domain of Avon Tyres since 1982, will be handed over to parent company Cooper Tire as of next year.

“Through our many years in British F3 with the Avon brand, we know that it is a genuine stepping stone of great drivers on the way to F1, and therefore requires the very best components in every area,” said Cooper Europe managing director Julian Baldwin. “Avon Tyres is very well established in British and European motor racing and, as Cooper Tire grows as a brand in Europe, we want it to stand for the same standard of quality. Cooper’s racing tyres deserve to be allied with a high-profile championship in Europe and you don’t get much bigger than British F3.”

13th October 2008/by Tyrepress Editors

Cooper Taking Over British Formula 3 Tyre Supply

Tyre supply and title sponsorship for the British Formula 3 International Series, the domain of Avon Tyres since 1982, will be handed over to parent company Cooper Tire as of next year, event organiser SRO has confirmed.

“Through our many years in British F3 with the Avon brand, we know that it is a genuine stepping stone of great drivers on the way to F1, and therefore requires the very best components in every area,” said Cooper Europe managing director Julian Baldwin. “Avon Tyres is very well established in British and European motor racing and, as Cooper Tire grows as a brand in Europe, we want it to stand for the same standard of quality. Cooper’s racing tyres deserve to be allied with a high-profile championship in Europe and you don’t get much bigger than British F3.”

10th October 2008/by Tyrepress Editors

Avon Tyres Extends British GT Title Sponsorship

Avon Tyres has formalised a deal with British GT Championship organisers SRO to continue its title sponsorship of the UK sportscar series for an additional three years, until the end of 2011. The brand completes its existing three-year tenure as supplier and title sponsor of the championship at Donington Park on the weekend of October 11 and 12.

Tyre supply for the British GT has been in Avon Tyres’ hands since 2006, and in that time thousands of GT tyres have been raced for more than 120,000 miles. “We have enjoyed the first three years of working with the British GT Championship,” said Cooper Europe managing director, Julian Baldwin. “The mix of cars and their very different handling characteristics really tests our expertise, but so far our crew has risen to the challenge, and they will relish another three seasons of doing so with a field of such high-powered machinery.”

10th October 2008/by Tyrepress Editors

Continental Sponsors Paul Merton TV Series

Continental Tyres are sponsoring Channel 5’s new Paul Merton in India series, which started on 8 October. Following on from the successful series on China, Paul tours India exploring many areas and aspects of the country’s culture. Media agency PHWT worked with Continental to create a number of sponsorship idents that will run throughout each programme in the series. These focus solely on the Continental tyre which rolls across the screen creating a continuous orange line. The tyre always stays in a straight line, whilst the line constantly changes shape to form iconic landmarks from across the globe.

10th October 2008/by Tyrepress Editors

Pirelli Tyres “a real step up” for Endurance Series

Saturday 20 September saw the conclusion of this year’s Grand-Am Rolex Sports Car Series at the Miller Motorsports Park in Utah; a finale that also witnessed the curtain drop on Pirelli’s first-year performance as tyre supplier for the series. The performance – according to participants – has been ovation-worthy.

The winning team – the No. 6 Michael Shank Racing Ford Riley driven by Raphael Matos, John Pew and Ian James – was particularly won over by the P Zero. James commented, “This year when we got the Pirelli it was a real step up in the competition. The consistency has been great and I think you have seen that in the racing. The racing has been great; the Pirellis always give the driver a good stint. The tyres have really added to the series.”

23rd September 2008/by Tyrepress Editors