TyreSafe Partners with Time Attack to Engage Motorsport Enthusiasts on Tyre Safety

TyreSafe has announced a new partnership with Time Attack in a strategic move to better engage motorsport enthusiasts and owners of performance and modified cars on the importance of running legal, safe and well-maintained tyres.

The collaboration will see TyreSafe working alongside Yokohama – a TyreSafe Corporate Industry Partner and a sponsor of the championship – to develop clear, practical tyre safety messaging that can be delivered in an engaging way to competitors, teams and spectators throughout the summer season.

Rather than traditional campaign activity, the partnership will embed tyre safety guidance directly into the high-performance motorsport environment, ensuring advice is relevant, credible and aligned with the performance-driven mindset of Time Attack participants.

A Platform with National Reach

Since being introduced to the UK in 2006, Time Attack has grown into the largest and most professional competition of its kind globally. Built around its “all about the lap time” ethos, the championship challenges drivers to set – and continually improve – their fastest possible lap.

• Approximately 80,000–90,000 spectators across live events
• 44,000 Facebook followers
• 14,000 Instagram followers
• Close to one million social media posts featuring #TimeAttack

Events take place at leading UK motorsport venues including Brands Hatch, Donington Park and Snetterton Circuit, giving the partnership significant national visibility and access to a highly engaged automotive audience.

Stuart Lovatt, Chair of TyreSafe, said, “With tens of thousands of spectators attending events and hundreds of thousands more engaging online, Time Attack provides a powerful platform to reach drivers who care deeply about how their vehicles perform. By collaborating with Yokohama to develop impactful, on-the-ground safety messaging, we can connect tyre safety directly to performance – reinforcing that legal, well-maintained tyres are not just a compliance issue, but a fundamental part of vehicle control.”

Through this initiative, TyreSafe, Time Attack and Yokohama will collaboratively raise awareness around:

• Arriving at events on legal and roadworthy tyres
• The safety implications of under-inflation, damage and insufficient tread
• How tyre condition directly impacts braking, grip and overall vehicle performance
• The legal requirements that apply on the road

Yokohama will deliver tyre safety messaging and technical guidance to visitors and competitors at events throughout the season, supported by TyreSafe’s suite of materials, guidance and expertise on tyre safety.

By aligning tyre safety advice with a performance-focused championship, TyreSafe aims to reach drivers who are highly engaged with vehicle capability and lap times, but who may not always consider the legal and safety implications of tyre maintenance on public roads.

Tom Davis, Head of Events at Time Attack, commented, “Time Attack is built around precision, performance and pushing cars to their limits – but none of that is possible without the right tyres in the right condition. We’re proud to partner with TyreSafe and Yokohama to help educate our competitors and spectators about the importance of legal, well-maintained tyres, for the drive to the circuit. This collaboration allows us to combine performance passion with responsible driving.”

Performance and Safety Go Hand in Hand

While lap times are the focus of competition, tyre condition remains fundamental to both safety and performance. From grip levels and braking distances to heat management and structural integrity, tyres play a decisive role in how vehicles behave – whether on the circuit or on public roads.

This partnership marks another step in TyreSafe’s ongoing efforts to engage new and diverse audiences, ensuring that tyre safety messaging resonates beyond traditional channels and connects with drivers in environments where vehicle performance is front of mind.

TyreSafe and Time Attack look forward to an action-packed summer season, working together to ensure that every journey – to the circuit and beyond – starts on safe, legal tyres.