DENSO INTERNATIONAL EUROPE has joined ACCELERATION as a sponsor for its first ever season in 2014. ACCELERATION offers a new dimension to motorsports. With 10 events in 10 different countries, this new concept is a multi-day festival with car and bike racing combined with music and dance entertainment.

DENSO is a global supplier of advanced automotive technologies, systems and components for all the world’s major automakers. Established in Japan in 1949, the group now consists of 215 subsidiaries and affiliates in more than 30 countries and regions. The group is also known for creating the QR Code, a two-dimensional bar-coding system which has become prevalent in much of the developed world. DENSO INTERNATIONAL EUROPE is the company’s regional headquarters, based in Weesp, The Netherlands.

DENSO has been sponsoring motorsports since 1971. Among many sponsorship programmes, DENSO has supported Panasonic Toyota Racing in Formula 1 not only as corporate sponsor from 2004, but also as a technical partner since 2002, by providing products such as tailor-made cooling components and spark plugs for the team’s V8 engine.

Today, DENSO supports the FIA World Endurance Championship team based at Toyota Motorsport GmbH. The new TS040 HYBRID race car is driven by a DENSO rear motor. In Sweden, DENSO Sales supports Volvo Polestar Racing in the Scandinavian Touring Car Championship.

In addition, DENSO spark plugs are featured in many classes of motor bike racing. The fact that ACCELERATION has car and motor bike racing in the same weekend, makes this new event concept highly appealing for DENSO INTERNATIONAL EUROPE.

Loek Bodelier, CEO of ACCELERATION says: “We are very proud to welcome DENSO, a world-known company with a strong background in motorsports. This will definitely help us raising the profile of our new series and boosting recognition.”

Says Yasushi Yamanaka, President & CEO DENSO INTERNATIONAL EUROPE: “We see ACCELERATION as a truly new concept in motorsports. Combining the three car racing classes with two motor bike classes in one weekend will bring many fans to the race tracks around Europe. This will definitely enhance our company’s presence in society.”

ACCELERATION will bring a unique race and music festival to ten European countries. On April 25th 2014, at the Autódromo do Algarve in Portugal, the world will see the premiere of this series of events, unrivalled in the world, touring the best racetracks in Europe. Targeted towards families, ACCELERATION offers three days of exciting races, top music performances, a great shopping experience and excellent food and hospitality. For more information, go to

DENSO INTERNATIONAL EUROPE employs around 12,000 people with consolidated sales totalling € 3.1 billion for the fiscal year ending March 31, 2013. DENSO’s European operations include sales offices in Belgium, France, Germany, Italy, Russia, Sweden, the Netherlands and the United Kingdom. In addition, the company operates manufacturing facilities in the Czech Republic, Germany, Hungary, Italy, Poland, Portugal, Spain, the U.K. and Morocco. For more information, go to