Continental Tire the Americas LLC has renewed the partnership between its General Tire brand and the Best in the Desert (BITD) off-road racing series.
General originally partnered with BITD back in 2009 and will continue its role as “The Official Tire” of the series and title sponsor of the crown jewel race event, “Vegas to Reno” held every August. The company and event have entered into a multi-year agreement.
Travis Roffler, marketing director for the General brand, says, “We’ve been an active partner with BITD since 2009 and it has been very beneficial to our General Tire brand. We have built many valuable relationships with racers, sponsors and the management team behind BITD.
"We were extremely saddened to lose Casey Folks earlier in the year but are excited to see the enthusiasm that Daryl and Bryan Folks and their entire team have for honoring their father by moving forward and keeping his vision alive. We are happy to continue in being a part of that."
Donald Jackson, operations manager of Best in the Desert, says, "General Tire is a great partner for our five major races throughout the year and their entitlement for our Vegas to Reno event has become iconic."