The International Motor Sport Association has agreed a five-year title sponsorship deal with watch maker Tudor for its new United SportsCar Championship.
The announcement ran alongside Tudor’s official US launch at New York Fashion Week and makes the Swiss brand an entitlement partner of the inaugural endurance motor racing series.
Tudor’s parent company Rolex will continue to serve as the title sponsor of the Daytona 24 Hour Race – the first event on the United SportsCar calendar next January – and the official timepiece of the 12 Hours of Sebring at Serbring International Raceway.
Tudor has an established presence in motor racing, having served as the timing partner for Porsche Motorsports between 2009 and 2011 before beginning a partnership with Ducati and the FIA World Endurance Championship earlier this year.
The United SportsCar Championship is the result of a merger between the American Le Mans and Rolex Sports Car series, which was confirmed in March this year.