THINK! Road Safety signs up for fourth year of Bennetts BSB Championship

BSB Riders support THINK! Road Safety. © Capitalize. THINK! Road Safety enters its fourth year as an official sponsor of the Bennetts British Superbike Championship, after the Department for Transport (DfT) signed a deal with Dorna UK that runs until the end of 2008.

88% of the many thousands of motorcyclists who attend BSB events welcome THINK!'s involvement in the UK's most prestigious motorcycle race series, as the campaign strives to raise awareness of how to improve road safety for bikers.

This season's campaign will focus on the message Give Your Bike the Skills It Deserves - an increased effort to encourage bikers to undergo continued training to hone their road riding skills. It will also continue to emphasise the important message of Keep Racing for the Track - backed by a number of the series' top riders - as well as offering motorcyclists tips on riding and equipment.

Road Safety Minister and motorcycle enthusiast Dr Stephen Ladyman said: "Our work with BSB is hugely valuable. It 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 our PR and website activities to reach as many riders as possible."

Managing Director of Dorna, Tony Partis, commented on the agreement: "We are extremely pleased that THINK! will be a part of the Bennetts British Superbike Championship for another two years at least. The series continues to grow and the coverage on ITV1 in 2006 made it the most watched domestic motorsport series in the UK. It is an ideal route to engage with the thriving motorcycle community and THINK! is a great partner for us."

"The campaign is all about keeping bikers safe which is important for all of us involved in motorcycling. If 2006 is anything to go by we are looking forward to some stunning racing on the track."

The Bennetts British Superbike Championship will get underway at Brands Hatch on Easter Monday (9th April). The 13 round series will return to the Kent circuit for the final race on Sunday, 14 October.

Newly appointed agency Capitalize will create and manage an experiential event programme on site at BSB events through the THINK! Motorcycle Academy mobile unit. Capitalize will also manage a comprehensive PR programme to extend the reach of the sponsorship to other riders in Great Britain.