THINK! signs up for fourth year of BSB sponsorship

The DfT has agreed a fourth year of THINK! sponsorship of the British Superbike Championship (BSB). The new deal runs until the end of 2008.

This year's campaign message - Give Your Bike the Skills It Deserves - encourages bikers to undergo continued training to hone their road riding skills.

The campaign will also continue to emphasise the Keep Racing for the Track message - which is backed by a number of the series' top riders - and offer motorcyclists tips on riding and equipment.

Road safety minister Dr Stephen Ladyman said: "Our work with BSB helps us get important safety messages direct to an audience that wants, and needs, to hear them. We also need to educate motorists about the dangers they present to riders - and so this year we are dedicating £1m to doing this, mainly through hard-hitting national advertising campaigns.  

"THINK! does not want to preach to riders. Instead it gives sound and practical advice in an entertaining and informative way. This year the upgraded THINK! Motorcycle Academy will be at each round of the 2007 season. We are also investing heavily in PR and website activities to reach as many riders as possible."

BSB gets underway at Brands Hatch on Easter Monday. The 13 round series will return to the Kent circuit for the final race on 14 October.

For further information contact Harley Stephens on 020 7940 1718, or hstephens@capitalize.co.uk