Public Servant Lifestyle

The Department of Transport is the new sponsor for this year's British Superbikes Championships. We get the inside track.

The Road Safety Minister David Jamieson has announced the signing of a deal to sponsor this year's British Superbikes Championships. As well as track side branding opportunities for the 'Think' campaign, the deal also gives access to riders for safety promotional purposes.

The deal provides an excellent opportunity to highlight road safety messages including the promotion of advanced riding skills assessment.

In 2002, 347 bikers were killed and 2,464 seriously injured in accidents on non built-up roads. In many of these accidents, no other vehicles are involved. Bikers make up around one sixth of road deaths but account for only up one percent of total road traffic. The sponsorship deal will use the strapline "Think! Keep racing for the track".

Major Event

David Jamieson said: "I am pleased to announce the signing of this sponsorship deal. 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.

"Leisure sports bike riding is on the increase. As bikers take advantage of rural roads to test their vehicles - 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 British Superbikes Championships comprises 13 races between March and September at locations throughout the UK. Each event attracts an average of 22,000 spectators and is broadcast live on Sky TV with highlights on BBC televsion's Grandstand. The championship this year will be known as the 'Think! British Superbikes Championships'

The new BSB sponsorship deal offers the Department of Transport a number of benefits, including:

Exposure to a national TV audience with secondary coverage of the events in the sports and specialist press

Branding opportunities at the race tracks

Marketing opportunities at the races

Access to riders for promotional purposes

The sponsorship will help extend the Think! saftey campaign, which encourages riders to be mindful of their safety. The title of the races will now officially be the 'Think! British Superbikes Series'. The headline message is 'Think! Keep racing for the track', with the following secondary messages:-

'You need to expect the unexpected, so:

Give your machine the skills it deserves

Learn from an expert, be assessed by the best

Take responsibility for keeping yourself safe'

The police will 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.

For more information visit the Department for Transport web site or the Think! Road safety website.

More information available in Motorcycles, Motor Sport