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Federal renews King of Europe sponsorship

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Federal renews King of Europe sponsorship

Federal Corp. will sponsor the King of Europe professional drifting championship for the second year in a row.

"The King of Europe championship is an excellent test of driver skill, car performance and tire quality, and is therefore an ideal event for Federal to sponsor," says Federal Marketing Manager Geoffrey Chang. "Our tires have cutting-edge technological advances in design, construction, pattern and compounds, offering drivers exceptional traction and grip."

Federal-sponsored Adam Kerenyi took the 2014 title driving on Federal 595 RS-R tires. Next year, drivers will compete in 26 different categories of competition during the King of Europe Drift ProSeries races, which includes King of Europe, Queen of Europe, King of Touge, King of the Kings and, for the first time, Gymkhana Kings. Gymkhana racing blends the disciplines of dragster, drifting and time attack together in one race.

Also in 2015, King of Europe will partner with legendary Japanese drifting star Keichi Tsuchiya to host the first ever World Exhibition Match for drifting. The historic event will bring the best drifters from all over the world together in Japan and will act as the first round of the King of Europe competition.

The King of Europe joins a Federal sponsorship stable that also includes Manchester United, the 20-time champions of English football (soccer).

"Federal’s sponsorship strategy is clear: We want to partner with winners, and to appeal to winners," says Chang. "With names like Manchester United FC, Adam Kerenyi and the 2015 King of Europe on board, Federal wants to communicate to drivers in Europe that our products can help them 'Wake Up the Champion Inside.'

"It is a strategy we have been pursuing for several years now, and the results have been outstanding in terms of brand awareness in Europe. We fully expect that to translate into sales in the coming months.”

Kerenyi, who has won all three of his King of Europe titles on the Federal 595 RS-R type tire, says he is ready to defend his title.

"This year, I received the best possible support from the team at Federal, and next year I am sure it will be the same. Their tires, their hard work and their knowledge make a massive difference to me and my team."

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