THE MCE BRITISH SUPERBIKE Championship has announced that E-Lites, the UK-based electronic cigarette brand, will become an Official Sponsor of the series for 2013.
Under the terms of the agreement, E-Lites will have trackside branding, as well as a range of other on-site rights and hospitality, at all races throughout the year.
The deal marks the first tobacco-related product sponsorship in motorsport since such agreements were outlawed in 2005.
“Partnering with a sport that was once synonymous with tobacco sponsorship is our way of raising awareness that smoking has been reinvented, and that E-Lites provide an alternative that is widely regarded as being safer than cigarettes,” said Adrian Everett, CEO of E-Lites.
E-Lites has also announced two personal sponsorship deals with British Superbike riders Pete Hickman and Tim Hastings.
The British Superbike Championships is title-sponsored by MCE Insurance. Tyre brand Pirelli is the Presenting Sponsor of the series while power tools company Stihl, ferry operator Stena Line and online car trader Motorpoint are Associate Sponsors.
E-Lites joins the fourth tier of British Superbike Championship partners along with other Official Sponsors Monster Energy, Datatag, Rapid Solicitors, Triumph, Ducati, Black Horse and Speedy Services.
By Robin Jellis
Follow Robin on Twitter: @robinjellis