Automotive accessories company WeatherTech has reached an agreement with the International Motor Sports Association to become the title sponsor of its flagship SportsCar Championship – replacing watchmaker Tudor, which has signed an extended but downgraded partnership.
WeatherTech’s multi-year deal with the US sanctioning body is effective from November 1 this year.
The first race of the forthcoming IMSA SportsCar Championship will be the 54th Rolex 24 at Daytona event on January 30-31, 2016, at the newly redeveloped Daytona International Speedway.
Tudor, which is a sister company of Rolex, has agreed a 10-year extension to its relationship with the IMSA to serve as the organisation’s official timepiece – effective from 2016 through until 2025.
Tudor was the title sponsor of the SportsCar Championship during 2014 and 2015 following the relaunch of its brand in the US in 2013.
“Over the past two years, this partnership has clearly helped us establish the brand, and now that our relaunch process is complete, the timing is right for us to shift into the official timepiece category and pave the way for the new entitlement partner to help continue to grow the sport, IMSA and our collective brands.” Tudor Watch USA brand manager Russell Kelly said.
Rolex extended its partnership with Daytona International Speedway and its SportsCar Championship round under a 10-year agreement earlier this year, and it will now also remain as a partner of Sebring International Raceway and the Twelve Hours of Sebring race.
Sebring International Raceway is owned within the IMSA Properties group.