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Federal sign signals next stage in motorsports marketing

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Federal sign signals next stage in motorsports marketing

Federal Corp. is taking its sports marketing program beyond the grassroots motorsports level, where the company already has "played" on the global stage.

Federal recently partnered with owners of the legendary Tsukuba race circuit in Japan, where it will promote its tire brand with strategically placed signage. The Tsukuba race track, which features a variety of corners ranging from wide sweepers to hairpins, hosts automotive events such as the D1 Grand Prix, and other assorted nationwide motorcycle and touring car championships.

“The relationship between Federal Tyre and Tsukuba Circuit is about connecting our brand with the deep-seated emotion that surrounds one of the world's most famous sporting venues," says Jerry Lai, Asia Sales Executive of Sales of Global Division, Federal Corp. "We have to provide our customers something more -- something that helps their businesses succeed.”

As part of a larger complex named the Japan Auto Sports Center, the Tsukuba track also is the proving ground for JDM car manufacturers. Federal says by partnering with sports properties like the Tsukuba Circuit, it looks to "continuously build loyalty among audiences, and introduce them to our technology and performance-driven products."

The Tsukuba Circuit is located in Shimotsuma, a neighboring city of Tsukuba, Ibaraki Prefecture, Japan.

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