Falken ending participation in North American motorsports programs

RANCHO CUCAMONGA, Calif.—Race fans throughout North America won't be seeing the familiar blue-and-teal colors in 2023 that Falken Tire-backed competitors have sported over the past couple of decades.

Sumitomo Rubber Industries Ltd.'s Falken Tires subsidiary has decided to drop its participation in Formula Drift and Amsoil Championship Off Road racing in 2023, ending Falken's 19-plus years of participation in American motorsports.

Instead, Falken will redirect resources previously earmarked for motorsports into marketing efforts that support the launch of new products.

"As many companies reassess their overall strategies to better handle potential constraints, Falken has decided to move its resources in different directions," the company said.

"We're placing a sharper focus on the launch of a number of new products and will transfer marketing assets to ensure their successful introduction and subsequent roll-out to both our retail partners and consumers."

Falken has been a supplier to and promotional partner of Formula Drift for the past 19 seasons, claiming five championships during that time, including back-to-back-to-back titles in 2017, 2018 and 2019.

Falken partnered with Amsoil Champ Off Road when it debuted in 2020 after other off-road stadium-style racing series had folded their tents. Falken had been active in that style of competition throughout much of the 2000s and 2010s.

In the late 1990s/early 2000s, Falken also supported race teams in sports-car endurance racing and other road-racing endeavors.

"We have appreciated the years of working alongside the folks at these sanctioning bodies, as well as the amazing drivers and team members who have represented the Falken brand for so many years," the company added.

"The results of both drifting and Champ off-roading have helped strengthen the reputation of our tires, our company and the friendships we have built along the way."

Falken will continue some support for various grassroots racing series.