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IRC is named ’Official Tire Partner’ of Belgian Waffle Ride

Published January 30, 2018

CARLSBAD, Calif. (BRAIN) — Organizers of the Canyon Belgian Waffle Ride have named IRC Tire as the event's Official Tire Partner.

The BWR covers a rolling route of about 140 miles, including roughly 41 miles on dirt (the exact route changes every year), making it a challenge for riders and their tires.

"We are truly excited to partner with IRC Tire for the seventh edition of the Canyon Belgian Waffle Ride," said Michael Marckx, BWR's creator. "To survive the unique, challenging and diabolical BWR course, there is no more important feature on our bikes than the tires we roll on. The wrong tires can spell disaster, but the right tires can ensure a smooth, successful, even joyous experience, and that's why we have partnered with IRC Tire."

IRC is highlighting two tires as its choice for the event: The company said it Formula Pro 700c x 28 Light tubeless is perfect for road frames with limited tire clearance, while the SeracCX Sand 700c x 32 tubeless is well suited for frames with more clearance. Both tires can be purchased via the BWR website store. For information on all IRC tires visit

"We wanted to be part of the BWR because we've identified the gravel market as one of the most progressive and exciting segments in the tire business. It's an area where the riders are interested in what tires everyone else is running, what pressures they're using, whether or not they're using tube or tubeless," said Steve Driscoll, managing director of LiFT creative studios, IRC's creative and interactive agency of record. "Tires are a big part of gravel riding and we wanted to be part of that," he added.

As part of its partnership with BWR, IRC also will sponsor the King of the Dirt competition, which is awarded to the rider with the fastest cumulated time on three distinctive dirt sections of the ride. For more information regarding the BWR, visit

Topics associated with this article: Racing & Sponsorship, Consumer Expos and Rides

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