FORT MILL, S.C. (Jan. 31, 2011) — The 2011 Rolex 24, held Jan. 27-30 at Daytona International Speedway in Daytona Beach, Fla., marked the debut of Continental Tire the Americas L.L.C. as the official tire of the Grand-Am Rolex Sports Car Series.
During the event, Continental unveiled its ExtremeContact race tire, which will be featured on all Grand-Am DP (Daytona Prototype) class cars during the series. A television commercial, which Conti said “captures Continental's passion for racing and excellence,” also debuted during the SPEED channel's live coverage of the season opener.
The 30-second spot features Grand-Am competitors speeding down a track on Continental tires. The commercial, which was produced by Mad Media in Oceanside, Calif., targets car enthusiasts with a “passion for the open road, racing and the adrenaline rush of performance,” Conti said.
“Continental Tire is committed to being a leading force in motorsports, and becoming the official tire of the Grand-Am Rolex Sports Car Series is part of that strategy,” said Bill Caldwell, vice president of sales and marketing for Conti. “The Rolex series is one of the most highly regarded racing series in the U.S. and will be a perfect format to emphasize the capabilities of our Continental ExtremeContact race tires.”