Kumho Tire U.S.A. announced it will become an Official Tire of Formula DRIFT as a major sponsor of the Formula DRIFT PRO Championship.
The sponsorship represents the company’s plans to invigorate its marketing efforts to elevate the brand’s awareness in the United States and showcase its product technology through the ultra-high performance tire series.
“As an Official Tire of Formula DRIFT, this will provide a national footprint to elevate the brand in the United States, reaching millions of motorsport enthusiasts,” said Shawn Denlein, president of sales and marketing, Kumho Tire U.S.A. “We are showcasing the quality and capabilities of our ultra-high performance tires under the most intense and grueling environments that the Formula DRIFT platform provides.”
As part of the sponsorship, Kumho Tire will receive a significant footprint at each of the eight Formula DRIFT events in the 2024 series, including track signage and activation during race weekends. In addition, Kumho Tire will also have a major presence on the race broadcast and through Formula DRIFT marketing.
“Partnering with Formula DRIFT provides an opportunity to drive awareness of the Kumho Tire brand with this growing motorsports community,” said Jessica Egerton, vice president of marketing at Kumho Tire U.S.A. “It provides an incredible opportunity to connect with our retail partners around the country to drive sales growth.”
As Formula DRIFT enters its 21st season, more than 85% of fans fall between the ages of 18 to 44, making it the number one motorsport in the United States for millennial and Gen Z generations, according to Formula DRIFT. The series has seen exponential growth in attendance, and viewership boasting approximately 5 million followers on social media.
“We’re excited to welcome Kumho Tire U.S.A. to the Formula DRIFT family in 2024 and beyond. At this stage in the Formula DRIFT Championship, tires have never been as important as they are now. There a small select group of manufacturers who are willing to put their tires to the test at this level. Kumho has stepped up to take on that challenge. From what I can see in pre-season testing and from their existing pedigree, Kumho is sure to make a huge impact on the Championship this year and moving forward,” said Ryan Sage, president of Formula DRIFT.
The 2024 Formula DRIFT schedule consists of eight races in major markets across the United States. The races are broadcast live on multi-platform distribution across Facebook and YouTube.
2024 FORMULA DRIFT SCHEDULE
- April 12-13 – Long Beach, California
- May 9-11 – Atlanta, Georgia
- May 31-June 1 – Orlando, Florida
- June 20-22 – Englishtown, New Jersey
- July 18-20 – St. Louis, Missouri
- August 9-10 – Seattle, Washington
- August 29-31 – Grantsville, Utah
- October 18-19 – Irwindale, California
