Extreme partners with Drift Allstars to support European drifting series

Lifestyle brand, Extreme, founded by 2004 Young Gun Al Gosling, has joined with Drift Allstars to sponsor its professional drifting series in Europe, with the goal to help grow the sport.

Consisting of a seven stop tour across Europe which begins at London’s Stratford Park on May 17, the Extreme Drift Allstars series will see 40 drivers from 14 countries compete to win the drifting title.

As part of its deal with the motorsport event, Extreme will have its naming rights featured on the start line, track side, on all the cars and across all media for the discipline where drivers intentionally over-steer while maintaining control between entry and exit of a corner.

In addition, CEO Gosling will be supporting the Drift team with business advice on strategy, planning, marketing, media rights and additional sponsor procurement.

Established in 1995 as a series of extreme sports-based TV programmes which developed into the Extreme Sports channel, the ‘Extreme’ brand now has several successful divisions including Extreme Drinks, Hotel, Energy, Clothing and Retail.

It operates as a licencing company working with major companies and organisations to deliver products and experiences across its brand, with Drift Allstars its latest client.

Extreme’s Gosling commented on the partnership: “Extreme has made a major commitment to help make 2014 and beyond a success for this breakthrough motorsport.

“With the strong cross over between action sports and drifting we feel this is an incredible opportunity to support this series, the drivers and this fast developing sport.”
 
Niall Gunn, founder and CEO of Drift Allstars Europe, continued:

“Extreme recognise our core values and wants to help us bring the sport to the next level, we will excel working with one of the fastest growing action sports brands out there.”