General Tire renews deal with Best in Desert

FORT MILL, S.C. — Continental Tire the Americas' General Tire brand has renewed its sponsorship partnership with the Best in the Desert (BITD) off-road racing series for several more years.

General Tire, which began the partnership with BITD in 2009, will continue its role as the official tire of the series and title sponsor of the series' premiere race event, Vegas to Reno, held every August.

The parties did not disclose the length of the extension nor financial terms. General Tire is, however, offering a $5,000 bonus to the winner of the 6100 class at this year's Vegas to Reno race, provided the winner is running on Generals, in addition to the brand's standing contingency payouts.

"(This) has been very beneficial to our General Tire brand," said Travis Roffler, marketing director for General Tire. "We have built many valuable relationships with racers, sponsors and the management team behind BITD."

BITD one of the largest professional desert off-road racing organization in North America, holding multiple off-road races.

Donald Jackson, operations manager of Best in the Desert, said he is elated to have General Tire on board again.

"General is a great partner for our five major races throughout the year and their entitlement for our Vegas to Reno event has become iconic," Mr. Jackson said.