General Tire Keeps Rolling With Racing Sponsorship

Posted on April 12, 2017

The General tire brand from Continental Tire the Americas LLC has extended its multi-year sponsorship of racing with Team Lucas.

Travis Roffler, director of marketing for General Tire, says “Our brand could not cover all the ground that it does without the help and support of our partnership with Team Lucas.

"Forrest and his team have such an understanding of the grassroots motorsports movement that it makes perfect sense for General Tire to continue working with them in an effort to provide value to the dedicated fans and consumers who support our brand.”

"General Tire has been an invaluable Team Lucas partner since the inception of the program,” says Jamie Devney, vice president of brand development for Team Lucas. “We are delighted to have them on board with us for another multi-year deal, but even more excited about the tremendous growth that they have experienced over the course of our 11 year partnership."

Through the extensive partnership, General Tire will continue as the presenting sponsor of the Lucas Oil Chili Bowl Nationals held each January in Tulsa. The brand also will continue as the Official Tire of the Lucas Oil Off-Road Racing Series, as well as the title sponsor of the season opening General Tire Duel in the Desert presented by Optima Batteries held at Wild Horse Pass Motorsports Park on April 22-23 in Arizona.

General Tire also will  maintain a presence in several other racing series, including: Lucas Oil Late Model Series, Lucas Oil American Sprint Car Series, Lucas Oil Modified Series, Lucas Oil Pro Pulling League and Lucas Oil Drag Boat Series.

The brand will continue the support of “King of the Cage” and other programming on MAVTV in addition to signage at the Lucas Oil Speedway in Wheatland, Mo. The tire brand will continue support of several fishing related properties along with Team Lucas, including:  Wild West Bass Trail, American Crappie Trail, Texas Team Trail, IFA Redfish Tour and pro anglers Bill McDonald, Tai Au and Whitey Outlaw.

To learn more about General Tire, visit

Related Topics: Continental, General Tire, Lucas Oil Off-Road Racing Series, official tire, Racing, sponsorships, Travis Roffler

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