Youth lifestyle brand Extreme has signed on as the pole sponsor and a long-term support partner of the European motorsports brand Drift Allstars.
Drifting is a driving technique that involves intentionally oversteering to cause a loss of traction in the rear tires when taking a corner. Drifting drivers are judged on speed, angle and showmanship.
The overall goal of the partnership is to help develop and grow the sport and the series. To that end, Extreme’s management team and chief executive officer Al Gosling, will also be supporting the Drift Allstars team with strategy, planning, business development, marketing, media rights advice, destination connections and additional sponsor procurement.
The tour will now be called the Extreme Drift Allstar European series with Extreme branding also included track-side, at the starting line, on all racing cars and in all media.
“Extreme has made a major commitment to help make 2014 and beyond a success for this breakthrough motorsport,” says Gosling. “With the strong crossover between action sports and drifting, we feel this is an incredible opportunity to support this series, the drivers and this fast-developing sport.”
The opening event in the 2014 series will see 40 drivers from 14 nations battle on a customized urban track built specifically for the British Drift GP in London, May 17-18. The tour will then make seven stops around Europe in Czech Republic, Sweden, Latvia, Lithuania and Poland.