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PIAA Continues Its Support of ATV Endurance Racing
with Presenting Sponsorship of Heartland 10-Hour Challenge

PIAA Powersports

Heartland Challenge

PORTLAND, Ore. – PIAA Corporation, the leader in Powersports lighting and accessories, will be the presenting sponsor of the GBC Motorsports Heartland Challenge, November 7-8, 2008 at the Blue Ridge Run course in Carlisle, Iowa, announced PIAA Powersports Business Unit Manager Gordon Robertson.  The 10-hour event – officially titled the GBC Motorsports Heartland Challenge Presented by PIAA – will feature racing for both UTV and ATV classes.

“PIAA is excited about supporting this prestigious ATV endurance event,” Robertson said.  “This will be our third major sponsorship of an ATV event, and we feel it’s a powerful way to demonstrate the superior lighting performance of PIAA powersports lamps and bulbs.  Just as important, it’s our way of supporting the sport of ATV racing.  PIAA lighting products have proven to best in the world, from the Daytona 24 Hour sports car race to the World Rally circuit.”

Race promoter Andy Kyner concurs: "We’re very excited to have PIAA on board our very first year.  From first time that I spoke to Gordon Robertson at PIAA I could sense excitement about the opportunity and their commitment to the riders.  We are excited to welcome PIAA to the Heartland.  For two nights in November, PIAA will be lighting up the Heartland."

The Heartland Challenge’s unique 10-hour race will be contested over a demanding mix of motocross, cross-country, and hare scramble sections, plus other surprises.  In all, 12 classes of competition will be racing simultaneously – with no breaks or time-outs.  Each team will be allowed up to three riders per team.  This will be a true endurance race designed for professional and amateur racers alike, as well as the toughest class of all – the Ironman category, Kyner said.

PIAA Sponsors Heartland Challenge ATV Race  2-2-2-2

Side-by-side racing will also been included, with their own three-hour race on Friday evening; four classes will be offered.  In addition, a 3-Hour Challenge for young riders will be held, ages 4-15. Information and pre-registration can be found at

In addition to being the presenting sponsor, PIAA is offering a lucrative contingency program that will encourage racers to use PIAA halogen and HID lighting products.  To be eligible, vehicles must use PIAA HID or Halogen lamps and run PIAA decals.  Since much of the race will be held in darkness, having a PIAA-equipped vehicle will be a distinct advantage.   PIAA will make PIAA lamp kits available at a reduced price to competitors.

For entry and class information, rules and regulations, visit For details on all PIAA UTV and ATV lighting products, visit

PIAA’s commitment to supporting ATV endurance racing continues in 2009 with its second annual sponsorship of the 8-Hour WORCS race in Surprise, Ariz. on January 10th.

PIAA has been the acknowledged leader in innovative automotive and Powersports products since its founding in 1963.  PIAA products, created in PIAA's Technical Design Center in Japan, are known for their visionary design, inspired engineering and quality components.

PIAA Corporation, USA is located at 3004 NE 181st in Portland, OR 97230, 503-489-6666.

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