Leading tyre manufacturer Maxxis will be putting its money where its mouth is for motorsport drivers across the UK, courtesy of an unprecedented reward scheme for any podium finish in 2012.
In an attempt to stimulate and reward competition in every four wheel race series apart from karting, Maxxis is underlining its commitment to the very roots of the sport with a season of cash injections.
As long as the successful racer triumphed in a set of Maxxis tyres during the race, they will win £500, £250 or £100 for first, second or third place finishes.
Maxxis hopes that by rewarding the stars of the track with the incentive, they will be setting the wheels in motion in each driver's mind to switch to the brand's products as the season progresses.
Maxxis' managing director Derek McMartin hoped that the decision to reward drivers for their exploits would help in funding their race careers in 2012, during tough economic times.
He said: "We know how difficult it is to get a car onto the track in the first place, let alone keep it there once the season gets underway.
"We hope that our cash prizes will make a difference to every successful driver and go towards maintaining their positions in their respective series, as we appreciate the costs associated with racing competitively in the motorsport world."
Maxxis' announcement is believed to be the first of its kind to transcend any one race series and has cranked up the anticipation levels for what many motorsport fans believe will be the best season of bumper-to-bumper action in years.
For full terms and conditions about Maxxis' inflating motorsport incentive, please visit /cash-rewards-for-drivers