Media Information
SIDCHROME Drives EXTREME Rallycross Championship
SIDCHROME, one of Australia’s most iconic tool brands has recently announced plans to become the
driving force behind the EXTREME Rallycross Championship after securing the series naming rights
A mix of Rally and Supercross, Rallycross is wheel-to-wheel racing, huge jumps and fast paced action.
Rallycross tracks feature a combination of surfaces and with up to 10 cars competing on track at once,
the action comes thick and fast.
“This is more than just a sponsorship package,” said Dan Keyse, Sidchrome Marketing Director. “We
are getting hands-on with both fans and race competitors.
“Rallycross is the world’s fastest growing motorsport and when the opportunity presented itself to
become involved in the Extreme Rallycross Championship we knew that this would provide a great
vehicle to engage with our customers”
SIDCHROME has a long and successful history in Australia built on the professional quality and
durability of the products. Motorsport and sport has played a strong part in the history of Sidchrome,
generating excellent awareness and visibility of our brand with the target audience.
“For those of you who can remember back to the 1980’s and the launch of World Series Cricket, it’s
hard to forget that SIDCHROME was there and we used this new and exciting format as the launching
pad for our Ya Canna Hand a Man a Granda Spanner campaign,” explained Dan.
While it’s a whole different sport, it’s hard to miss the similarities between World Series Cricket and
EXTREME Rallycross. Both have their roots in more traditional forms of their respective disciplines,
but by shortening the format and making it more exciting, Rallycross, like World Series Cricket will
appeal to existing customers and also the younger demographic.
The championship has been designed to cultivate passionate fans between the ages of 16-30.
Many motorsport categories have tried to engage this extremely important target market. The
SIDCHROME EXTREME Rallycross Championship is perfectly positioned to set the trend by delivering
the fast paced, extreme experiences they crave.
“Our target is to introduce the younger guys and girls to the SIDCHROME brand. The users of
SIDCHROME products understand the quality within the product range and once new users get hold
of them we know they won’t want to put them down.
“Joining forces with the EXTREME Rallycross Championship means we can get the message out to a
segment of our target market to enable them to invest in the tools that will reward them
professionally and personally by having the right tool for the job” Dan said. “When we stacked it up
against all the other options, it stood head and shoulders above the rest,” he added.
The Seven Round SIDCHROME EXTREME Rallycross Championship kicks off on the Gold Coast in
August this year before making its way up and down Australia’s East Coast.
“Rallycross events are designed to deliver non-stop action and exciting racing with no lengthy breaks
between races,” explained David Ridden, managing director, Global Rallycross Australia. “From go-towhoa every round is guaranteed to be one big party. The event program has been designed to let fans
get up close and personal with their favourite drivers, providing the opportunity for them to get right
in the heart of the action.”
The tight, temporary circuits also mean that for the fans, SIDCHROME EXTREME Rallycross events
offer fans a unique and unparalleled viewing experience. Three different classes will run at each
round of the SIDCHROME EXTREME Rallycross Championship, two-wheel drive non-turbo, 4WD Turbo
and the premier class the Supercar Lites.
“We’re excited to have a series sponsor of the calibre of SIDCHROME with their long and rich history,
they are the perfect fit for the championship and we know that the fans will really appreciate some of
the exciting activations they have planned for each round,” added David.
- ENDS FOR FURTHER MEDIA INFORMATION CONTACT:
Trent Dyball
ManBrands
P: (03) 9006 9666
E: trent@manbrands.com.au