RANCHO CUCAMONGA, Calif.—Falken Tire Corp. has signed on to sponsor two grassroots motorsports series.
The tire marketer will back the Optima Ultimate Streetcar Series and Goodguys Rod & Custom Association's Autocross as part of Falken's effort to increase its brand awareness.
The Optima Ultimate Streetcar Series is a racing series developed to “prove the streetability and high-performance capability of high-performance automotive parts in a safe and exciting atmosphere.”
The series will stage nine weekend competitions this year, each of which features five competitive activities—street driving/open road/rally competition; autocross; acceleration/braking; road course; and performance/design—for street-legal cars, for which competitors earn series points, Falken said.
Financial terms of the sponsorship deal were not disclosed. The Ultimate Streetcar Series Association lists Falken as its “road course sponsor.”
“The people who participate and come to watch the Optima Ultimate Streetcar Series are true performance enthusiasts,” said Nick Fousekis, Falken's director of motorsports marketing and events.
“These are the consumers we naturally want to meet and build relationships with. Falken intends on utilizing our sponsorship with a full schedule of marketing programs supported by our aggressive social media efforts.”
The Ultimate Street Car Association is the series' sanctioning body.
The series will feature four new classes this year: GT—1990 and newer 3,200 pound minimum weight two wheel-drive sedans, four-seat coupes and late-model trucks; GTS (Sports car)—1990 and newer 3,200 pound minimum weight factory production two-seater automobiles and any all-wheel drive vehicles; GTV (Vintage)—1989 and older 3,200 pound minimum weight rear wheel drive; and GTL (Lights)—All vehicles (including AWD models) under 3,200 pounds.
The Goodguys Rod & Custom Association promotes and produces more than 20 events annually across the U.S. The first autocross was held March 13-15 at Westworld of Scottsdale, in Arizona.
“Goodguys' Autocross events offer registered drivers at our shows the opportunity to put their vehicle through the paces to test their driving skills and see how their car handles in a performance situation,” Goodguys President Marc Meadors said.
“Part of our goal this year is to expand Falken's grassroots efforts,” said Jonathon Bradford, Falken's motorsports marketing and event manager. “We feel Goodguys offers a truly dedicated corps of drivers who are devoted to performance.
“The crowds Goodguys attracts are exactly the people we want to speak to while enabling them to see our product in action—particularly the popular RT615K, which has developed a strong reputation for both street and track use. It performs very well in an autocross environment.”
Goodguys says its the world's largest hot-rodding association with more than 70,000 active members worldwide.