Pit Viper Bringing the Heat to Summernats 38
17 July 2025 · 2 min read
Summernats 38 is gearing up to be massive and Pit Viper are back to help more than 100,000 punters keep the sun at bay in riotous style.
Pit Viper sunglasses returns as the naming rights sponsor of the ever-popular Fashions on the Field competition. Always a crowd favourite, the Fashions on the Field competition perfectly aligns with Pit Viper’s bold and irreverent brand identity.
Pit Viper has become synonymous with Summernats, capturing attention with their iconic neon sunglasses that combine cutting-edge protection with a flashy, retro style. The company’s sponsorship underscores its commitment to Australia’s premier automotive festival and provides Pit Viper with significant exposure across various high-impact platforms.
Pairing monstrous burnout machines with a pair of Pit Vipers just feels right. At Summernats 38, expect to see wild rides and bold sunnies as fashion meets function under the Canberra sun and smoky skies. Both worlds celebrate raw energy, attitude, and enduring performance.
By partnering with Summernats, Pit Viper taps into the high-energy and dynamic demographic attending Summernats. This unique partnership ensures Pit Viper brand visibility extends beyond traditional advertising methods. The brand is prominently featured throughout the event space, showcasing its latest range to more than 100,000 spectators and entrants.
The sponsorship package grants Pit Viper exclusive naming rights, resulting in consistent brand mentions through Summernats’ extensive promotional activities, including social media campaigns, digital newsletters, and live event commentary. Additionally, Pit Viper benefits from direct audience engagement, giving attendees the chance to experience their products firsthand through interactive displays and their trade site strategically placed in the heart of the action on Main Street.
Pit Viper’s return highlights the effectiveness of Summernats in delivering tangible marketing outcomes, increasing brand affinity, and fostering customer loyalty among automotive enthusiasts. The partnership reinforces Pit Viper’s standing as a lifestyle brand deeply embedded in car culture, adventure, and outdoor events.
As anticipation builds for another spectacular Summernats, attendees can expect a festival that merges horsepower with vibrant fashion statements, an ideal environment for Pit Viper’s energetic brand personality to shine.
