'EXTREME' the youth lifestyle brand and Drift Allstars, Europe's leading drifting series, are pleased to announce a title sponsorship partnership and long term support agreement.

The EXTREME Drift Allstar series opening event will see 40 drivers from 14 nations do battle on a customised urban track built specifically for the British Drift GP at Stratford Park, London on May 17-18th. The series delivers a great spectacle in urban locations that entertains and wows the crowd. It consist of a 7 stop tour around Europe with stops in the London, Czech Republic, Sweden, Latvia, Lithuania culminating in its final event in Warsaw Poland in September.

EXTREME will be included for the entire European series and be across the naming rights, start line, track side, on all the cars and include on and in all media. With the overall goal to help develop and grow the sport and the series, EXTREME's management team and CEO Al Gosling, will also be supporting the Drift Allstars team with strategy, planning, business development, marketing, media rights advice, destination connections and additional sponsor procurement.

EXTREME Drift Allstars Europe is now recognised as the premier professional drifting series in Europe. It has seen huge growth over the past 12 months with record breaking crowd attendance from 5000 to 20,000 at each event and social media growth from 45,000 to 270,000 fans.

Al Gosling adds "EXTREME has made a major commitment to help make 2014 and beyond a success for this breakthrough motorsport. With the strong cross over between action sports and drifting we feel this is an incredible opportunity to support this series, the drivers and this fast developing sport.

The worlds of extreme sports and motorsports have always overlapped, with its focused fan base and the new trend emerging where top level BMX riders are taking up Drifting and nailing it, this was a natural fit for EXTREME.

Niall Gunn, Founder and CEO of Drift Allstars Europe : "With the great cross over between our brands and with this support in place, it is time to get serious about one of the newest and fastest growing motorsports in Europe. EXTREME recognise our core values and wants to help us bring the sport to the next level, we will excel working with one of the fastest growing action sports brands out there."

ABOUT Drift Allstars Europe

Drift Allstars Europe is the premier professional drifting series in Europe with a seven stage tour across Europe. Drifting, inspired by Japanese and West Coast street culture, has in turn inspired a host of entertainment titles, movies such as The Fast and the Furious and leading video games. The sport combines the best elements of motorsport and puts them in bespoke urban locations bringing this modern day entertainment to thousands of fans across Europe.


"We rooted the EXTREME brand in the 'Do It Yourself' counterculture of surf, skate, snow and punk rock when we launched The Extreme TV channel in 1999." Unapologetic, irreverent and anti-establishment, EXTREME is today's lifestyle brand with serious attitude. Encompassing action sports, music and art it is fuelled by non-conformity, creativity and experimentation.

With support for the sports at its core the business has grown rapidly and today is developing the brand beyond its roots in TV. We operate by supporting our athletes, fans, events, filming projects, social media and working with licensing partners to develop and deliver distinctive products and experiences across hotels, resorts, drinks, fashion, electronics, apps & gaming. Examples of this are Vimto a leading UK drinks company, who recently launched EXTREME Energy and EXTREME Sport into TESCO'S and the 209 bedroom EXTREME Hotel in Sochi developed with Interros one of Russia's largest property companies.

The Brands heritage began when Al Gosling launched the Extreme TV Channel in 1999. It remains the world's leading 24/7 TV channel dedicated to the sports and associated lifestyle. Today the channel reaches millions of fans each month in over 60 countries worldwide and its associated website Extreme.com is a leading provider of action sports videos, receiving 1.8 million views per month, alongside the success of the 'Extreme' social media offerings on Facebook and Covanaut.com that now reach over a million fans per week.

For further information please contact: Louis Tagliaferro Marketing Coordinator Tel: +44 (0) 20 7244 1000 Email: brandsupport@extremeinternational.com

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