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 percent 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.