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Kumho Tire's Trailblazing Entry into Formula DRIFT


Lauren Miller

April 4, 2024 - 12:57 pm


Kumho Tire Accelerates Into the High-Performance Arena with Formula DRIFT Sponsorship

Kumho Tire U.S.A., a stalwart in the global tire manufacturing sector, is proud to announce its inaugural venture into the realm of ultra-high performance tires. The company recently unveiled a strategic partnership that designates it as an Official Tire of Formula DRIFT and a sponsor of the acclaimed Formula DRIFT PRO Championship. Through this relationship, Kumho aims to intensify its marketing campaigns and bolster brand recognition in the American market, spotlighting the superior technology embedded in its high-performance tire series.

A Bold Step into Motorsports Marketing

Revealed on April 4, 2024, in Atlanta, this collaboration propels Kumho Tire into the spotlight, displaying an unyielding confidence in the quality and innovation of its products. Gaining prominence under the arduous conditions of highly touted events such as the Formula DRIFT series positions the brand to make a statement in the industry.

Shawn Denlein, president of sales and marketing for Kumho Tire U.S.A., expresses enthusiasm for the partnership, recognizing Formula DRIFT as a pivotal avenue to showcase the tire's exceptional quality. This national exposure is anticipated to reach millions of motorsports aficionados, sharply increasing the firm's profile among a passionate and growing community.

Amplifying Presence in Drifting’s Premier Arena

Under the auspices of the sponsorship, Kumho Tire will brandish its presence at each of the eight races planned in the Formula DRIFT 2024 schedule. Audience members can expect to see the brand take various forms, including trackside branding and activations throughout race weekends. Additionally, the brand’s identity will permeate the series' race broadcasts and digital marketing content, establishing an indelible mark in the sporting consciousness.

Jessica Egerton, vice president of marketing at Kumho Tire U.S.A., heralds the partnership as a prime initiative to engage with an enthusiastic, loyal audience that skews toward the younger generations. The association with Formula DRIFT paves a strategic path to fortify relationships with retail partners nationwide, stimulating considerable sales growth.

Entering its 21st season, Formula DRIFT shows no signs of slowing down, as it maintains its fast-paced growth trajectory and substantial social media following, boasting around 5 million online followers.

Treading New Horizons with Strategic Alliances

Ryan Sage, President of Formula DRIFT, has warmly welcomed Kumho Tire U.S.A. to the family, noting the critical role of tires in the sport’s fiercely competitive landscape. Kumho Tire's decision to rise to the occasion, backed by an impressive existing pedigree and promising preseason testing results, suggests a potentially disruptive entrance into the championship.

The action-packed 2024 Formula DRIFT series includes highly anticipated events unfolding across major U.S. cities, with live broadcasts streaming on Facebook and YouTube, ensuring fans don't miss a moment of the high-adrenaline competition.

2024 Formula DRIFT Schedule Highlights

  • April 12-13 – Long Beach, California
  • May 9-11 – Atlanta, Georgia
  • May 31-June 1 – Orlando, Florida
  • June 20-22 – Englishtown, New Jersey
  • July 18-20 – St. Louis, Missouri
  • August 9-10 – Seattle, Washington
  • August 29-31 – Grantsville, Utah
  • October 18-19 – Irwindale, California

Formula DRIFT Drivers Gear Up with Kumho Tire

In addition to its role as a series sponsor, Kumho Tire will back three exceptional drivers as their official tire sponsor for the season. These drivers include veteran Jeff Jones, who has been a fixture in the drifting scene since 2002 and a competitive force in the Formula DRIFT PRO Championship Series since 2009. Jones is committed to enriching the sport by mentoring upcoming talents and advocating for the professional practice of drifting.

Andy Hateley, a seasoned drifter and builder, is revered within the drifting community as the "Drift Wizard." He will make his debut at the Formula DRIFT PRO in 2024 equipped with Kumho Tires, promising to bring his unique brand of magic to the track.

Dean Kearney, also known in the drifting world as "Karnage," boasts 14 seasons in Formula DRIFT and a total of 18 years in professional drifting. Kearney is known for his aggressive and technical racing style, which will be complemented by the quality of Kumho Tires in the upcoming season.

Enhanced Brand Visibility Through Online Engagements

Fans looking to keep up with the latest developments between Kumho Tire and Formula DRIFT can follow the journey via social media @kumhotireUSA. Such platforms will offer regular updates and insights into the brand’s involvement and progression throughout the series.

For those interested in the comprehensive spectrum of products offered by Kumho Tire U.S.A., the company invites consumers to visit their official website,, where they can browse through an extensive lineup of tire selections aimed at delivering peak driving experiences.

About Kumho Tire Co., Inc.

Headquartered in Atlanta, Georgia, Kumho Tire has carved out a niche for itself over 60 years, earning recognition for pioneering tire development efforts and dedication to delivering exceptional driving experiences globally. Kumho Tire U.S.A. encompasses the brand's American sales, marketing, product development, and distribution efforts and is a key pillar in its parent company's growth and influence.

Further information on Kumho Tire U.S.A., Inc., and its products can be found at their website Additionally, Kumho Tire connects with its community through social media channels including Facebook (, Instagram (, and Twitter (@KumhoTireUSA).

About Formula DRIFT

Formula DRIFT stands as the premier international drifting championship, initially taking root on the streets of Japan. Evolving into a global competitive sport, drifting tests both the precision of the driver and demands robust vehicle performance. As the pioneering official drifting series in North America, Formula DRIFT has elevated motorsports to extraordinary levels of popularity, drawing in drift enthusiasts and car lovers from various backgrounds and securing its leadership position in the sport.

Fans and competitors can look forward to a series that showcases the crème de la crème of professional drifters from across the world, all vying for the revered title of Formula DRIFT Champion. For competition schedules, ticket details, special content, and live streams, spectators and participants are encouraged to visit

Kumho Tire’s Championship Aspirations

As the motorsport industry gears up for another electrifying season, Kumho Tire is aligning its aspirations of technological excellence with the adrenaline-filled battles of the racetrack. The company's strategic involvement with Formula DRIFT not only promises to enhance its brand visibility but also cements its commitment to pushing the boundaries of tire performance.

The collaboration stretches beyond mere sponsorship—it embodies a shared zeal for innovation, knack for endurance, and pursuit of unrivaled speed. Kumho Tire’s partnership with drivers like Jones, Hateley, and Kearney further exemplifies their passion for excellence and dedication to the world of professional drifting.

Leg One of the DRIFT Series: The California Kickoff

The Formula DRIFT 2024 season opener in Long Beach, California, is anticipated to set a high standard for the rest of the series. Fans will witness firsthand the prowess of Kumho Tire's ultra-high performance products as premier drifters push the limits on the track. This venue, which consistently draws major crowds, provides the perfect showcase for Kumho Tire to display its advances in tire technology alongside some of the most skilled drivers in the sport.

Harnessing Performance Under Pressure

The promise of showcasing Kumho Tire’s products in the most extreme conditions underscores the company’s faith in its ultra-high performance tires. The intense and unforgiving world of Formula DRIFT acts as the ultimate proving ground, where each tire's grip, durability, and handling are tested to the limit.

Through the harsh smoke and tire-burning competition, Kumho Tire seeks to demonstrate that their products are not just fit for the journey, but designed to lead the pack. By aligning its brand with high-stakes racing, Kumho Tire communicates a message of resilience and performance that resonates with car enthusiasts around the globe.

Forging Bonds with Motorsport Community

The ideals of Formula DRIFT and Kumho Tire intersect at the juncture of community engagement and the thrill of motorsports. Through its sponsorship, Kumho Tire amplifies its connection with a generation that is fervent, engaged, and ever-growing. This investment not only signifies a move to encourage loyalty among fans but also signifies the tire giant’s entrustment in the future of motorsports and automotive technology.

A Season of High Stakes and High Adrenaline

With the Formula DRIFT 2024 season edging closer, excitement surges among fans, drivers, and sponsors alike. As temperatures rise on the tracks from California to New Jersey and beyond, the partnership between Kumho Tire and Formula DRIFT is poised to deliver a season pulsating with fierce battles, technological prowess, and gripping narratives. Each corner drift and tire-screeching maneuver stands as a testament to Kumho Tire's leap into the ultra-high performance arena, a domain where true champions are forged.

The exhilarating journey with Formula DRIFT awaits Kumho Tire, a journey where every turn is a chance to redefine standards and every finish line crossed has the potential to escalate the brand to new peaks. One thing is certain: the road to the championship will be lined with the unmistakable treads of Kumho Tires.