ATLANTA — Four months after hinting that an auto racing sponsorship was imminent during its dealer meeting in the Virgin Islands, Kumho Tire USA made it official, announcing it was becoming the official tire of Formula Drift and a sponsor of the Formula Drift Pro Championship.
According to the company, the sponsorship aligns with the tire maker's plans to revitalize its marketing efforts and elevate the brand's awareness in the U.S., while showcasing its products and technology via the high-performance racing series.
The sponsorship will give Kumho "a significant footprint" at the eight Formula Drift events in the 2024 series, including track signage and activation during race weekends. Kumho also will have a presence on the race broadcast and in Formula Drift's digital marketing.
Shawn Denlein, president of sales and marketing at Kumho Tire USA, said the sponsorship will elevate the brand, reaching millions of motorsports fans.
"We manufacture some of the best tires in the world and are showcasing the quality and capabilities of our ultra-high performance tires under the most intense and grueling environments that the Formula Drift platform provides," Denlein said.
Formula Drift, entering its 21st season, said that more than 85% of its fans are between the ages of 18 to 44, making it one of the top circuits in the U.S. for millennial and Gen Z generations.
Attendance at the series has grown, Formula Drift said, with viewership of approximately 5 million followers on social media.
Kumho also will partner with three Formula Drift drivers: Jeff Jones, Andy Hateley and Dean Kearney.
"After my first test lap, I felt confident that this tire could beat out the competition and I wanted my team to be on it," Jones said. "The Ecsta V730 has the right compound to take our 1000 hp ship to the moon."
"At this stage in the Formula Drift Championship, tires have never been as important as they are now and there is only a small select group of manufacturers who are willing to put their tires to the test at this level," Formula Drift President Ryan Sage said.
"Kumho has stepped up to take on that challenge. From what I can see in pre-season testing and from their existing pedigree, Kumho is sure to make a huge impact on the championship this year and moving forward," he said.
Other tire companies expected to be active in Formula Drift this season include Giti Tire, Nexen Tire USA, Kenda Tire USA, Toyo Tire Corp.'s Nitto brand and Vitour, according to information on Formula Drift's web site.
The length of the deal was not revealed, other than the tire maker said it expects it to be a long-term relationship.
Jessica Egerton, vice president of marketing at Kumho Tire USA, said the partnership will increase brand awareness "with this young, loyal, engaged and growing motorsports community. Further, it provides an incredible opportunity to connect with our retail partners around the country to drive sales growth."
The first of eight races will be held April 12-13 in Long Beach, Calif. Other races are: May 9-11, Atlanta; May 31-June 1, Orlando, Fla.; June 20-22, Englishtown, N.J.; July 18-20, St. Louis; Aug. 9-10, Seattle; Aug. 29-31, Grantsville, Utah; Oct. 18-1, Irwindale, Calif.
Races are broadcast live on multi-platform distribution across Facebook and YouTube.
This marks the second motorsports sponsorship inwhich Kumho Tire USA is involved. The unit also sponsors tselect Sports Car Club of America events.
Korea-based Kumho Tire Co. Inc.also sponsors the TCR World Tour.