IRVINE, Calif. (Jan. 16, 2014) — Kenda Tire U.S.A. Inc. has struck a deal with TORC: The Off-Road Championship making Kenda a marketing partner for the stadium-style off-road racing series.
Kenda's deal with TORC is the series' fifth with a tire company. Other tire companies that are partnering with TORC are Cooper Tire & Rubber Co.; Maxxis International; Nitto Tire USA Inc.; and Radar Tires/Omni United.
The series rules call for DOT-approved street-legal tires to be used.
Financial terms were not disclosed. Synthetic oil provider Amsoil Inc. is the series' presenting sponsor.
Being a marketing partner means Kenda receives 30-second commercial spots on NBC-Sports broadcasts; TV billboards and graphics during broadcast; track signage and display space; full page ad in event programs; social media presence; etc.
Kenda said it will be participating in the series with a driver/team yet to be named. The tire maker did not say which tire or tires will be used — the company offers mud-terrain and all-terrain light-truck tires in its Klever line. Last year it partnered with Mark, Cody and Kyle Kleiman/Kleiman Racing in the TORC series.
“Kenda is honored to be part of such a storied racing tradition and feel we have found a great partner in TORC to help us bring the Kenda brand into many more households,” said Liza Hegemier, Kenda Tire automotive marketing manager. “We are looking forward to all the great venues where Kenda will have the opportunity to showcase its products in one of the most brutal racing environments a tire can be subject to.”
B.J. Birtwell, TORC Series president, noted that “tires are put through an incredible amount of abuse from the race trucks in the TORC Series.
“Terrain conditions change from lap to lap, including enormous ruts that develop. The fact that the very tires competing in our series can be bought on the shelves by customers at your local tire retailer is a testament to the durability of tires like Kenda that will endure and perform in all types of situations for customers on the street and dirt.”
The 2015 TORC season comprises eight race weekends, starting April 24-15 at Texas Motor Speedway near Dallas and concluding Sept. 5-6 at Crandon Int'l Off Road Raceway in Crandon, Wis.