Published on March 11, 2014

BKT hooks up with Monster Jam

Feld Motor Sports Inc. photo
The 'Grave Digger' is one of Monster Jam series' most popular attractions.

AURORA, Ill. (March 11, 2014) — Feld Motor Sports Inc., the promoter of the Monster Jam series of “monster truck” competitions, has named BKT Tires the series’ official tire and BKT’s producer Balkrishna Industries Ltd. the exclusive tire sponsor through 2018.

The contract, for which no value was disclosed, allows BKT to have an on-site presence at more than 350 Monster Jam events produced annually in more than 100 cities in North America, as well as the growing international Monster Jam tour.

All competitors run on purpose-built 66-inch BKT MJ tires. The average truck goes through eight tires a year, according to MonsterJam.com.

“Monster Jam has a great public appeal around the world,” said Carl Casalbore, president of BKT Tires USA Inc. “Being the official and exclusive tire manufacturer of Monster Jam will have a strong media and brand positioning effect for BKT. These are important goals for the American market. We are sure to achieve these goals by means of this special partnership having a strong impact on our target group.”

BKT Chairman and Managing Director Arvind Poddar said the agreement represents a “strategic choice for our company…. We have taken on the challenge of designing purpose-built Monster Jam tires for the fleet of Monster Jam trucks that are thrilling millions of people around the world. We are well aware…that this will result in fresh and clear visibility.”

BKT said its decision to hook up with Monster Jam “fits into the strategic route BKT has been following for several years in the fields of communication, marketing and promotion. Enormous efforts are under way in terms of brand visibility with a positive effect on both sales and brand awareness.”

Promotional literature for the series notes Monster Jam events draw more than 4 million visitors annually and the annual household income of fans is $59,400.

Additionally, Fox Sports 1 will be airing events throughout 2014, both in the U.S. and internationally.

On average, Monster Jam trucks are about 12 feet tall and 12 feet wide, weigh in at about 10,000 pounds and are capable of speeds up to 80 mph, thanks to 1,500-horsepower engines.

BKT did not comment on what field support it’s planning to have at the series’ various events. The Monster Jam World Finals is scheduled for March 20-22 at Sam Boyd Stadium in Las Vegas.

Internationally, the Monster Jam series lists 38 cities in 20 countries in Europe and the Americas where it’s held or is planning to hold events.

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