The partnership will give fans a deep dive into the vehicles of their favorite drivers. It also gives the drivers a unique stage to showcase the sponsor products that make their cars into insane drifting machines, according to Formula Drift. Everything from wheels and tires to custom fabricated control arms and body panels, fans can now peruse through all of the performance parts and pictures.
“Wheelwell gives Formula D and our Athletes a great opportunity to really showcase the kind of products needed to build a competition drift car. The Vehicle Spotlight videos we collaborate on with Wheelwell are bite sized content for the audience to snack on that ultimately takes them to the Formula D Garage on Wheelwell where the fan can upload their own car to see how it compares with our vehicles. It’s a fun and interactive layer to what we do,” said Bryan Olfert, Formula Drift, sponsorship manager
Wheelwell technology gives fans the ability to peek under the hood or crawl under the car. Someone with a 2019 Ford Mustang, for instance, can check out Vaughn Gittin Jr.’s Mustang and utilize the same coilover set on their vehicle.
“We’ve built a platform to show off a racecar or custom build in a truly immersive and visual way,” said Jonathan Mill, Wheelwell’s director of marketing, who developed the partnership between Formula Drift and Wheelwell. “We hope that more racing series see the value of showcasing their vehicles in a way that drives sales for their sponsors in a seamless funnel.”
“Wheelwell is only beginning to showcase the possibilities of connecting automotive enthusiasts with professional racing leagues and the products that they use,” said Wheelwell CEO Peter J. Nielsen. “Our unique visual platform is not only a place to show off your own ride but to find inspiration for your next modification. It has also created a great value-add for the racing community’s sponsors, allowing a ‘one click’ process to buy the part you are looking at.”