Motul steps up WorldSBK association with race deals

Motor oils and industrial lubricants manufacturer Motul has further enhanced its partnership with the Superbike World Championship (WorldSBK), taking title sponsorship rights to two of this season’s races.

The French company will be the title sponsor of the Championship, and, under a deal with commercial rights-holder Dorna WSBK, will take on main sponsor rights for the Dutch round at TT Circuit Assen on April 12-14, and the Argentinian race at Circuito San Juan El Villicum on October 11-13.

Fabrizio D’Ottavi, powersports communication manager for Motul Group, said: “Motul considers the Championship an ideal environment to carry out business on both B2C and B2B levels.

“After three years, we decided to increase our activation even further, and get closer to our end-consumers providing the best ‘live’ conditions to test our products, which are widely available on the market.

“On top of this, we have extended the innovative Motul Superfan concept that has seen huge success in MotoGP and adapted it to the WSBK as part of a unique, global digital communication strategy.

“For the first time we will be live streaming from the paddock which is a great way to open the door to all those fans providing them with unique behind-the-scenes exclusives.”