US digital memory solutions brand Lexar has upgraded its association with the World Rally Championship motor racing series.
Lexar, a subsidiary brand of consumer products company Micron, has been an official supplier to the championship since 2014 and has agreed to become an official partner for the 2016 season.
Under the agreement, Lexar’s products will continue to be used to further enhance the production of the WRC’s TV programmes. The company’s memory cards are already used to capture in-car footage and by camera crews to film external footage.
WRC’s accredited photographers also receive discount offers on Lexar products as part of the agreement.
Wes Brewer, vice-president and general manager of Lexar, said: “Over the past two years, we have worked closely with the championship to help create efficiencies and speed up the process of TV production whilst benefiting from a world class showcase to which we have been able to bring our customers and channel partners.
“Through this partnership we are able to showcase Lexar’s high performance memory solutions in the fast-paced, rugged environments of one of the most challenging motorsport competitions in the world.”