TW Steel’s backing of two major karting events now sees the brand’s sponsorship stable of motorsport events run the gamet from grass roots to F1.
TW Steel has entered into a promotional partnership with Daytona Motorsport, which has karting stadiums and tracks in Manchester, Milton Keynes and Sandown Park, sponsoring the 2014 TW Steel Dmax Championships and the 2014 TW Steel Daytona 24 Hour Race.
Mark Ryder, TW Steel’s UK brand manager, said: “TW Steel has always had strong links with motorsports with our associations with F1 and Moto GP, along with brand ambassadors including David Coulthard and Dario Franchitti. By partnering with Daytona Motorsports, we literally cover karting through to Formula 1.
Karting has evolved over the past 50 years to become one of the most competitive forms of racing, and the synergy between this fast and dynamic series and TW Steel is a great partnership".
While the tie-in’s brand exposure is sure to encourage sales, the brand is looking forward to using the partnership to arrange retailer days for sales teams as well as promotional events.
At each round of the TW Steel Dmax Championships, series director, Jim Graham, will choose a Driver of the Day who will receive a TW Steel watch. Six class champions at the end of the 2014 series will also each receive a TW Steel watch at the official Champs awards ceremony in January 2015.
The winning team in the TW Steel Daytona 24 Hours will win TW Steel watches – as will the driver who records the fastest lap in both the Dmax and Prokart classes.
The partnership will see new kart liveries, team uniforms and circuit-side signage across all Daytona’s venues and all drivers will be offered promotional prices on TW Steel watches.
Jim Graham, TW Steel Dmax Series Director and Daytona Marketing Director, said: "The Dmax Championship is very well regarded and we have enjoyed our association with Vodafone over the last three years. I am particularly pleased to be announcing TW Steel as our title sponsors for the 2014 championships as both TW Steel and Daytona are fully committed to a proactive partnership that will bring countless benefits to Daytona, to TW Steel and to our drivers!"