This year's Pikes Peak International Hill Climb, of which Falken Tire Corp. is the title sponsor, will take place on June 26.
Last year, Falken signed a three-year contract to be the race's title sponsor.
Falken's involvement with the event, also known as "The Race to the Clouds," dates back to 2001, when it was named the climb's official tire.
"The person who watches this race is the same type of person who cares about the tires he buys," Falken Tire Vice President of Sales and Marketing Richard Smallwood told mtdealer.com last summer.
"It hits our target market perfectly."
Last year's Pikes Peak Hill Climb aired on ESPN and ESPN 2 and reached an estimated 20 million viewers in more than 50 countries.
