Yokohama Tire Sponsors Every Man Challenge at King of the Hammers

King of the Hammers, known as the toughest series of one-day off-road races in the world, has announced Yokohama Tire as title sponsor of the 2025 Every Man Challenge (EMC).

EMC brings a grassroots mentality to the lakebed, allowing non-professional drivers to compete on parts of the rugged KOH course.

“We’re excited to build on our partnership with Yokohama,” said Mike Jams, chief executive officer of Hammerking Productions. “The Every Man Challenge is one of our biggest and most popular races, and Yokohama’s support is testament to their strong commitment to the sport and our racers.”

In 2012, Ultra4 introduced King of the Hammers fans to the Every Man Challenge, offering smaller teams and non-professional drivers a chance to drive the KOH race course before the Race of Kings. In 2014, two additional classes were added. The multiple classes now attract over 120 competitors to the lakebed during the EMC.

This year, Yokohama will sponsor the Every Man Challenge, allowing competitors and spectators to see Yokohama’s competitive tires in action across a variety of terrains and conditions.

“The Every Man Challenge is the perfect opportunity for Yokohama to connect with racers and enthusiasts,” said Candace Cogan, senior manager of events, partnerships and sponsorships at Yokohama. “After the success of our GEOLANDAR tires during last year’s King of the Hammers, we think the Every Man Challenge is a great way to support off-road motorsports while still showing off the capabilities of Yokohama tires. We can’t wait to return to Johnson Valley for another year of exciting off-road action.”

Set for Jan. 23-Feb. 8 in Johnson Valley, California, King of the Hammers is the birthplace of the global Ultra4 Racing series and a showcase for the wildest 4×4 vehicles.