Thursday
Dec032009

Grand-AM Road Racing Treads New Territory WIth Continental Tire

December 3, 2009: Continental Tire has signed a five-year deal with Grand-AM Road Racing for title sponsorship of the Sports Car Challenge. Financial terms were not disclosed.

The Grand-AM Continental Tire Sports Car Challenge, which features factory showroom, high-performance sports cars, officially kicks off the 2010 season with the “Roar Before The Rolex 24” test days Jan. 8-10 at Daytona International Speedway. The test days are in preparation for the Fresh From Florida 200 race on Jan. 29, which will be broadcast on Speed beginning Jan. 1, 2010.

The five-year agreement also includes a fully-integrated sponsorship such as race entitlements and in-market activation. In addition, Continental Tire becomes the series’ exclusive tire supplier. Executives called the Grand-AM Continental Tire Sports Car Challenge agreement the "culmination of months of planning between the two parties to develop a partnership that showcases the performance and durability of Continental Tires while continuing to support the rapid growth of the Sports Car Challenge."

The Grand-AM Continental Tire Sports Car Challenge showcases the latest in international and American-made high-performance sports cars, coupes and sedans straight from the dealer showroom floor modified for safety. The competition is divided into two classes, Grand Sport and Street Tuner, which usually compete in the same race. Grand Sport includes high-performance international exotics from Porsche and BMW, which go head-to-head with American muscle cars from Ford and Chevrolet. Street Tuner features smaller compact cars including Chevy Cobalt, Mini Cooper, Subaru Legacy, Honda Civic Si, Mazda RX-8 and BMW 330i, and in 2010 will introduce the KIA Forte Koup.

“Grand-AM is excited Continental Tire has recognized the Sports Car Challenge as one of the fastest growing motorsports series and has made a choice to partner with us,” Kevin Hindson, vp-marketing for Grand-AM Road Racing, said in a statement. “Continental Tire brings with them a great history of product quality and performance. Their commitment to motorsports tire technology and advanced performance solutions can only add to the already amazing competition and continued growth of what will now be known as the Grand-AM Continental Tire Sports Car Challenge.”

According to Bill Caldwell, vp-sales and marketing for Continental Tire, “This entitlement sponsorship adds an entirely new dimension to our marketing strategy to promote the Continental brand. The exclusive and official tire status will help to emphasize the performance capabilities of the ExtremeContact tire lines. Grand-AM Road Racing is one of the highest-caliber racing series in the world and we are proud and excited to be a part of it. We’re looking forward to the start of the 2010 season.”

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