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Rolex Daytona has a long and proud association with auto racing, but not to be outdone, Rolex’s sister brand, Tudor, also has strong connections with motorsports and these ties have become even stronger as Tudor becomes the “entitlement partner” of the International Motor Sports Association (IMSA).

A new specially branded Audi R8, representing the inauguration of what will now be called the Tudor United SportsCar Championship, sanctioned by the IMSA, was on show at a launch event in September.

The Tudor branded car features the Tudor Grantour Chrono Fly-Back watch along the side. The relationship between Tudor’s parent company, Rolex, and the IMSA dates back to 1959, when IMSA co-founder Bill France (also the founder of NASCAR) first established ties with the Swiss watch company.


Rolex will continue to serve as title sponsor of the race for which its famous sports watch is named, the Rolex 24 at Daytona. The 52nd running of the Daytona will take place on January 25-26, 2014, and will become the first race in the 12-race schedule of the Tudor United Sportscar Championship series.

“Rolex has been the entitlement partner of the Rolex Sports Car Series since 2001. Rolex has been the event sponsor of the Rolex 24 at Daytona since 1992. Tudor will take over the series entitlement partnership from Rolex in 2014 and Rolex will remain as the event title partner of the Rolex 24 at Daytona moving forward.” Tudor U.S. Brand Manager Russell Kelly

Tudor’s new five-year deal with the IMSA will see the Tudor United SportsCar Championship logo will be featured on every sports car, on the front and back of drivers’ uniforms, and on the tracks, tents and trucks at the end of the races.

According to IMSA president Scott Atherton, a timing partnership is particularly apt for this type of racing series, as sports car races are “the only form of motorsport in which the race length is determined by time, not distance.”

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