Nexen Tire Signs Official Two-Year Partnership with Formula Drift

Date: 31 March 2016

● Nexen Tire signs partnerships with Formula Drift as a Major Partner, as well as three drivers; Fredric Aasbo, Ken Gushi, and Tanner Foust

● The company expects to increase brand awareness and showcase the company’s performance-driven technology

Nexen Tire, a leading global tire manufacturer, announced that the company has become an Official Major Partner of Formula Drift, the premier United States drifting series, for the 2016 and 2017 race seasons.

Nexen Tire signed a partnership agreement at Nexen Tire America Inc, HQ office on March 18th. In addition, the company has also signed partnerships with two drivers from Scion Racing by Toyota for two years and Tanner Foust, the two-time Formula Drift champion from Rockstar Energy for a year. The drivers signed from Scion Racing by Toyota are Fredric Aasbo, the 2015 Formula Drift World Champion, and Ken Gushi, the 2015 Formula Drift runner-up. The three drivers will race on Nexen Tire’s N’Fera SUR4 tires in 2016 and 2017 races. “Our partnership with Formula Drift, where tire performance plays a crucial role in maximizing handling and providing efficient grip, will be an ideal opportunity to showcase our performance-driven technology and increase brand awareness,” said Nexen Tire. The company also added that, “We will further strengthen our sports marketing in motorsports by launching a new Nexen Motorsport Branding Identity this year.”

The partnership with Formula Drift is a part of Nexen Tire’s new sports marketing strategy in motorsports. The company’s N’Fera SUR4 tire, an Extreme Ultra High Performance tire which will be used in competitions, has optimal grip performance and response with minimal performance drop under extreme conditions. It is a UTQG 200 tire designed for Formula Drift, SCCA and Time Trials, and is currently available in 20 different sizes.

With the two-year agreement, Nexen Tire advertisements will be placed prominently on track signage and the Formula Drift Live Stream, along with commercials on both the Formula Drift website and all Formula Drift broadcasts on CBS Sports, reaching approximately 10 million households across the U.S. Recently, Nexen Tire has been strengthening its global presence with a focus on various sports marketing activities. The company has been in partnership Major League Baseball (MLB) teams. In addition, Nexen Tire signed a premium sponsorship agreement the ‘MercedesCup’ for 2015 and 2016, as well as an official sponsorship with Manchester City Football Club.

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