In a move designed to make it easier and faster to sponsor athletes for its advertising programs, Kenda Tire’s powersports division has formed a partnership with the XTRM Sports Network.
XTRM has a proprietary online system that ranks people involved with various events.
“This will allow Kenda to automatically sponsor athletes that are not only competing, but winning,” according to Gus Niewenhous, the tire maker’s marketing manager.
“With the automated results, (we) won’t have to wade through piles of resumes,” he says. “Everything is done with a few clicks of the button on XTRM’s Web site. As a result, Kenda’s brand is associated with winning athletes and teams. Sponsorships will include discounted tire pricing distributed in the form of e-coupons or ‘awards,’” he adds.
“What drew us to the program was the ‘turnkey deliverable’ they could offer,” says Niewenhous.
“With their complete online network of riders and integrated ranking system, they have the ideal platform to distribute info and offers about our complete line of products,” he continues.
“We no longer need to spend time sifting through thousands of resumes and chasing after race results. All of the data we need is sent to us in a full report and we can log on to our account at anytime to be fully updated on what’s going on within our network,” Niewenhous reports.
“Overall, XTRM is putting us in front of thousands of riders that make up our target audience,” he observes.
Richard Grogan-Crane, XTRM’s founder and CEO, is equally effusive about the new arrangement. “Their insight shows that they are innovative and have the vision to understand targeting the next generation of customers through the XTRM Internet platform,” he says.
For more information, visit www.kenda.com and www.xtrm.com/sponsor.
