During the AIMExpo in Orlando, Florida last week, Erik Buell Racing (EBR) took the covers off its latest sportbike, the 1190RX. The company also announced it would be taking the 1190RX directly to World Superbike competition in 2014, with Geoff May the team’s number one rider. Joining the world championship was a dream both May […]
World Superbike Championship Rebranding Itself for 25th Anniversary
The World Superbike Championship is getting a branding makeover for 2012 as the production-based racing series marks its 25th anniversary.
The rebranding efforts will include a new logo as well as a new look for its television broadcasts. According to series promoter Infront Sports & Media, the new look “will be launched as a symbol for the on-gong development and innovation of the series”. The full brand relaunch in November at the EICMA show in Milan, Italy.
“Passion, competition and accessibility are three key values that we continuously endeavor to communicate to our audience,” says Paolo Flammini, chief executive officer of Infront Motorsports. “People perceive and recognize them appropriate for SBK. The road is our origin: SBK comes from the roads, our bikes are production-derived bikes, our races are competitive and exciting and enable fans to identify themselves with the riders. This is why we have chosen to further develop the chevron, a familiar icon from the roads worldwide, as a key visual element for the new SBK brand family and bring it to life wherever we can.”
The rebranding comes as Infront Motorsports transitions to new owners, Bridgepoint, which also owns MotoGP promoter Dorna.
[Source: World Superbike]
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