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Why Tire Rack enjoys winter sports

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Why Tire Rack enjoys winter sports

The Tire Rack has been named "Official Tire Retail Partner" by the United States Ski and Snowboard Association (USSA), the national governing body for Olympic skiing and snowboarding.

As an associate sponsor, Tire Rack will receive on-site exposure at five major USSA events, including on-course banner signage. It will also:

* have a presence on scoreboards and video boards;

* be featured in USSA’s national television broadcasts, with advertising on both NBC and the NBC Sports Network.

Events will feature top Olympic skiers and snowboarders from around the world competing in alpine skiing, freestyle skiiing, snowboarding and the new Olympic event of freeskiing.

Tire Rack's sponsorship will activate at the upcoming USANA Freestyle Cup in the Olympic village of Lake Placid, N.Y. The event, which will be held Jan. 17-19, will feature the U.S. Freestyle Ski Team in an International Ski Federation World Cup.

"Just as the appropriate winter boots and equipment maximize performance for USSA athletes and fans, so do winter 'shoes' for your vehicle," says Matt Edmonds, vice president of Tire Rack. "We make it our priority to help keep drivers safe on the road -- or headed to the slopes -- by researching, testing and educating the motoring public about the tires we sell and the choices that are right for them in, in any condition, especially winter."

The five USSA will run through the winter season.

Jan. 17-19, 2013: USANA Freestyle Cup (freestyle), Lake Placid, N.Y.

Feb. 1-2, 2013: Sprint U.S. Grand Prix (freeskiing and snowboarding), Park City Mountain Resort, Utah.

Feb. 27-Mar. 2, 2013: Sprint U.S. Grand Prix (freeskiing and snowboarding), Canyons, Utah.

Mar. 20-24, 2013: Nature Valley U.S. Alpine Championships (alpine skiing), Squaw Valley, Calif.

Mar. 28-31, 2013: Sprint U.S. Freestyle Championships (freestyle skiing), Heavenly Mountain Resort, Calif.

"Our USSA ski and snowboarding events reach a passionate audience of winter sports enthusiasts," says Michael Jaquet, chief marketing officer. 'Tire Rack has an opportunity to reach those fans through both on-site exposure at our major events plus through our national TV broadcasts on NBC and the NBC Sports Network.

"The connectivity with our events provides an opportunity to convey a performance message, which is in great alignment with the goals of our Olympic athletes."

For specific test results, videos and tips including maximizing traction, checking tire pressure and measuring tread depth for winter conditions, visit www.tirerack.com/winter.

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