General Tire, Team Lucas extend partnership

FORT MILL, S.C. — Continental Tire the Americas' General Tire brand has renewed its multi-year promotional partnership with Team Lucas, a Lucas Oil Products Inc. umbrella entity covering Lucas Oil's various motorsports activities.

The partners did not disclose the value of the partnerships nor the length of the extension. General Tire and Team Lucas have partnered for more than 11 years.

Among the key elements of the partnership are General Tire's role as presenting sponsor of the Lucas Oil Chili Bowl sprint car championships held each January in Tulsa, Okla., and as "official tire" of the Lucas Oil Off-Road Racing Series (LOORRS).

"Our brand could not cover all the ground that it does without the help and support of our partnership with Team Lucas," said Travis Roffler, director of marketing for General Tire. Team Lucas has an "understanding of the grassroots motorsports movement that it makes perfect sense for General Tire to continue working with them in an effort to provide value to the dedicated fans and consumers who support our brand."

Jamie Devney, vice president of brand development for Team Lucas, called General Tire an "invaluable" Team Lucas partner since the inception of the program.

"We are delighted to have them on board with us for another multi-year deal, but even more excited about the tremendous growth that they have experienced over the course of our 11-year partnership," Mr. Devney said.

Other activities covered under the agreement include:

Lucas Oil Late Model Series; Lucas Oil American Sprint Car Series; Lucas Oil Modified Series; Lucas Oil Pro Pulling League; Lucas Oil Drag Boat Series; and title sponsor of the 2017 LOORRS season opener, the General Tire Duel in the Desert presented by Optima Batteries held at Wild Horse Pass Motorsports Park in Arizona on April 22-23.

In addition, General Tire will continue to support "King of the Cage" and other programming on MAVTV in addition to having signage at Lucas Oil Speedway in Wheatland, Mo., along with supporting several fishing-related properties along with Team Lucas, including: Wild West Bass Trail, American Crappie Trail, Texas Team Trail, IFA Redfish Tour and pro anglers Bill McDonald, Tai Au and Whitey Outlaw.