DAYTONA BEACH, Fla. – American Flat Track and Harley-Davidson Motor Co. have announced details of their sponsorship and enhancements to their coordinated marketing efforts.
Through the strategic alliance, the companies will drive interest in motorcycling through experiential marketing activations around American Flat Track events while continuing to attract a new, younger demographic through broadcast and digital media initiatives.
Following a successful inaugural season as the official motorcycle of AFT Twins, Harley-Davidson’s renewed support solidifies its leadership position within the sport and serves as a vote of confidence in AFT’s strategic direction.
“Harley-Davidson’s commitment has been a driving force in the resurgence of American Flat Track,” said Michael Lock, CEO of American Flat Track. “The company’s promotion of the sport, both on and off the track and the huge fan base they bring, has helped to make American Flat Track the fastest-growing series in professional motorcycle racing.”
American Flat Track’s AFT Twins presented by Vance & Hines class represents the top of the sport and sits at the cutting edges of technology, speed and rider skill. At each of the 18 rounds during the season, fans will have the chance to see, hear and get up-close-and-personal with AFT’s skilled athletes as well as the class’s powerful twin-cylinder motorcycles.
“As the only American manufacturer to sell motorcycles for 115 consecutive years, Harley-Davidson is celebrating more than 10 decades of going racing,” said Scott Beck, Harley-Davidson director of global brand marketing. “Harley-Davidson and our dealers around the world race to entertain fans, grow the sport we love and inspire future generations of Harley-Davidson riders. 2018 will be an amazing year for AFT and Harley-Davidson, as well as our racers, fans and riders.”
Harley-Davidson’s sponsorship of eight rounds on the American Flat Track calendar will give the Milwaukee-based manufacturer prime opportunities to create experiences for motorcyclists while introducing one of the world’s fastest growing motorsports to new fans. By working closely with its passionate dealer network, Harley-Davidson will drive consumer engagement through activations such as rides to the races, exclusive H-D parking corrals, special discount packages and more.