DfT to sponsor Superbikes Championships

The DfT has signed a sponsorship deal to become title sponsor of the British Superbikes Championship, which will now be known as the Think! British Superbikes Championship. As well as trackside branding opportunities for the 'Think!' campaign the deal also gives access to riders for safety promotional purposes.

The deal begins immediately and the first sponsored event will be at Brands Hatch this Easter weekend. The sponsorship encourages riders to 'Think! save racing for the track'.

The British Superbikes Championship comprises 13 races between March and September at locations across the UK. Each event attracts an average of 22,000 spectators and is broadcast live on Sky TV with highlights on BBC Grandstand.

The deal provides an excellent opportunity to highlight road safety messages including the promotion of advanced riding skills assessment. Bikers make up around one sixth of road deaths but account for only one per cent of total road traffic.

"The British Superbikes Championship is a major event for bikers in the UK and will attract large audiences, both at the events themselves and on television," said David Jamieson, road safety minister.

"Leisure sports bike riding is on the increase. As bikers take advantage of rural roads to test their vehicle's - and their own - full potential, the risks and terrible consequences can be far too high. This deal provides an excellent opportunity to get the 'Think!' campaign's bike safety messages directly to those most at risk."

The police will also provide a 'Bikesafe' stand at every race. This has the joint benefit of giving national exposure for the Bikesafe scheme and providing an excellent opportunity for promoting skills assessment.

RSOs wanting further details about the sponsorship should contact Dave Watson, david.watson@dft.gsi.gov.uk or Stephen Bethel, stephen.bethel@dft.gsi.gov.uk.