The deal, negotiated by Carat Sport, is designed to tackle head-on the significant numbers of motorcycle riders injured or killed in the UK, as part of its on-going ‘Think!’ campaign.
The series will be known as the Think! British Superbikes Championship.
In a separate deal the government department has also signed with twice BSB champion John Reynolds of the Rizla Suzuki team to act as a spokesman and endorsee.
Said David Reilly, director of Carat Sport: “We are pleased to have helped the DfT create an effective communications solution targeting a highly discrete audience. Combining the sponsorship with a powerful theme and the highly respected John Reynolds will enable the DfT to both reach and engage motorcyclists with a highly persuasive road safety campaign.”
The UK government’s Department for Transport has signed a major title sponsorship deal with the British Superbikes Championship.
