Kumho Tire Extends Formula Drift Sponsorship, Bolsters Motorsports Marketing

Event summary

  • Kumho Tire USA has extended its sponsorship of Formula DRIFT through 2029, marking a three-year continuation of the partnership.
  • Six drivers – Jeff Jones, Andy Hateley, Rome Charpentier, Jack Shanahan, Ryan Litteral, and Cody Buchanan – will comprise “Team KUMHO” in the 2026 Formula DRIFT PRO Championship.
  • Team KUMHO drivers will utilize Kumho Ecsta V730 tires, designed for high-performance driving.
  • Formula DRIFT boasts over 5.5 million social media followers and attracts a demographic primarily between 18 and 44 years old.
  • Ryan Sage, President of Formula DRIFT, highlighted the strong manufacturer-to-event relationship and the tires’ competitive reliability.

The big picture

Kumho Tire’s extended sponsorship underscores a broader trend of automotive manufacturers leveraging motorsports for brand building and direct-to-consumer marketing, particularly among younger demographics. Formula DRIFT’s rapid growth and social media presence provide a valuable platform for Kumho to reach a key consumer segment. The three-year extension suggests a belief in the ROI of this strategy, but success will require careful management of driver performance and brand messaging.

What we're watching

Brand Resonance
The effectiveness of Kumho’s sponsorship will depend on its ability to translate Formula DRIFT’s millennial/Gen Z appeal into tangible brand awareness and sales growth, particularly given the competitive landscape of tire manufacturers.
Driver Performance
Team KUMHO’s performance in the 2026 Formula DRIFT season will directly impact the perceived value of the sponsorship and Kumho’s brand image within the motorsports community.
Competitive Dynamics
The continued success of the partnership hinges on Kumho’s ability to maintain a competitive edge in tire technology and pricing relative to rivals supplying Formula DRIFT teams.

Related topics

Automotive