“What this means is that it gives us a bigger venue and level of exposure for the brand,” Mickey Thompson Motorsports Manager Carl Robinson says of the new official tire status. “It’s all about getting the Mickey Thompson name out there, building relationships and increasing our market share on the race track and on the highways.”
Robinson says National Guard ADRL race teams and fans also can look forward to additional tire and wheel support programs next year.
“It’s an expansion of what we call the Team M/T initiative,” he explains. “Basically, we have four areas of focus: Street, Strip, Truck and Off-Road, and although this initiative is part of our drag racing offering we want to tie it in to the other areas, too.
“It’s our goal to become the tire of choice for everyone who attends an ADRL event, from the racers to the fan who arrives in his light truck or SUV to someone looking to put some high-performance tires on their street car. It’s all part of an overall marketing plan.”
Working with the National Guard ADRL makes implementing the plan that much easier, too, Robinson adds.
“It’s great to have a sanctioning body that understands what we’re trying to do and is willing to work with us at a high level to achieve our goals,” he says. “It’s all about cross promotion and partnership and the people at the ADRL get that.”
Newly appointed National Guard ADRL Vice President of Sales and Marketing Brian Evans says he appreciates the confidence Mickey Thompson and Robinson is demonstrating in the series.
“We are thrilled to have another industry leader like Mickey Thompson increase its support of the ADRL and believe it’s a testament to the hard work of everyone on both sides of the partnership,” Evans says. “Most importantly, though, I think Mickey Thompson’s increased involvement will greatly benefit our race teams, which always remains our first priority.”
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