Sponsoring a motorcycle event usually doesn't mean all that much to consumers. Maybe they score some free swag, gain complimentary admission, or have to tolerate a lot of banner advertising. But seriously, "Official Sprocket of Daytona Bike Week" doesn't really pull the eyeballs—unless you happen to own a shop or wrench with a race team. Still, the custom bike show scene has acquired serious cachet in the last few years, and aftermarket companies have taken notice: BMW, then Harley, and now Indian have taken turns sponsoring The One Show in Portland, Oregon, and German tire behemoth Metzeler has just announced it'll be the Official Tire Sponsor of the 2019 Mama Tried Motorcycle Show in Milwaukee. On its face, that doesn't seem like a big deal, except the Mama Tried invitational is now in its sixth year and going strong, so Metzeler also decided it would be a prime opportunity to show its brand-new Cruisetec tire, a higher-performance option for V-twin riders, for the first time to the North American public. As a side note, Harley-Davidson is the main sponsor for the 2019 Mama Tried Show.