Pirelli announced that it is withdrawing as race tire supplier for the Grand-Am Rolex Sports Car Series after the 2010 racing season, and plans to “redeploy” resources into other motorsport activities.

The Rome, Ga.-based tiremaker signed a three-year exclusive supply deal with the series, beginning with the 2008 season.

Continental, meanwhile, signed a five-year pact with Grand-Am Road Racing to become title sponsor and exclusive tire supplier for its Sports Car Challenge.

"This entitlement sponsorship adds an entirely new dimension to our marketing strategy to promote the Continental brand,” said Bill Caldwell, CTNA consumer tire vice president of sales and marketing. "Grand-Am Road Racing is one of the highest-caliber racing series in the world and we are proud and excited to be a part of it. We’re looking forward to the start of the 2010 season." (Tire Review)