Falken Tire Corp. will be the title sponsor of the Pikes Peak International Hill Climb for the next three years.
Falken's sponsorship of the event, also known as "The Race to the Clouds," is a natural given the company's high performance thrust, according to Falken Tire Vice President of Sales and Marketing Richard Smallwood.
"The person who watches this race is the same type of person who cares about the tires he buys," says Smallwood. "It hits our target market perfectly."
This year's Climb, which took place at the end of June, is scheduled to air on ESPN or ESPN 2, reaching an estimated 20 million viewers in more than 50 countries.
Falken's involvement with the event dates back to 2001, when it became the race's official tire. The following year, Falken assumed title sponsorship when the race's original sponsor went bankrupt and withdrew its support.
