Peak Antifreeze Agrees To Put BlueDEF Name On The PBR's New Velocity Tour

The PBR has agreed to a deal with Peak Antifreeze to name BlueDEF diesel exhaust fluid the title sponsor of the new PBR Velocity Tour. Financial terms of the deal were not available. The agreement is expected to be announced this week. The BlueDEF Velocity Tour is a new series that will focus on promoting on-the-rise riders hoping to earn enough points to qualify for the PBR’s top circuit, the Built Ford Tough Series. The inaugural season of the BlueDEF Velocity Tour begins this weekend in Hampton, Va., and will travel to roughly 18 markets that do not currently host a Built Ford Tough Series event. The PBR partnered with AEG to form the series, and most of the events will take place in AEG venues. As part of its title sponsorship, BlueDEF will be prominently featured in Velocity Tour advertising, in-arena signage and other marketing collateral. Select events will be broadcast on PBR Live, a CBS Interactive digital platform. In addition to title sponsorship of the Velocity Tour, Old World Industries, parent company of Peak and BlueDEF, agreed to a deal with the PBR to name BlueDEF the official diesel exhaust fluid, Peak the official antifreeze/coolant and Herculiner the official truck bed liner kits of the Built Ford Tough Series, all through '15. The agreements, handled by PBR in-house, call for in-arena signage at Built Ford Tough Series events as well as a TV spot that informs viewers of news from the BlueDEF Velocity Tour and other non-televised events during Built Tough Ford Series broadcasts on CBS and CBS Sports Network. The company also will sponsor four Built Ford Tough Series riders: Nathan Schaper, Douglas Duncan, Marco Eguchi and Silvano Alves.