Further to a global restructuring of the brand’s marketing and sponsorship activity, Maxxis has confirmed that it will end its 14-year partnership with the ACU as title-sponsor of the British Motocross Championship from the 2020 season.
The long-standing relationship between Maxxis and the ACU has seen the British Motocross Championship become synonymous with the tyre brand, and has greatly boosted Maxxis’ brand awareness, as well as serving as a proving ground as the Maxxis range evolved over the years. Maxxis has enjoyed significant media coverage as a result of the partnership, through online coverage and print media, as well as global TV exposure thanks to the investment that Maxxis brought to the Championship.
Due to changing needs following substantial growth over the years, the Maxxis brand marketing activity will now take a more globally-focussed approach to its sponsorship strategies and a shift of domestic focus to working with UK teams to rack up successes on the tyres.
Derek McMartin, Maxxis International UK’s Managing Director, said, “Maxxis and MXGB have become so synonymous in their relationship that the championship is often simply referred to colloquially as ‘the Maxxis’, which shows just how important the partnership has been for our brand.”
“We’ve enjoyed an excellent 14-year period working with the ACU as part of the country’s premier off-road series, but all good things must come to an end. As such, we are now taking a more international approach towards our marketing and brand promotion. This began this year with sponsorship of the MXGP series as well as a number of other global events, and the support and sponsorship of internationally recognised riders, including seven-time Supercross Champion Jeremy McGrath who also helped us develop the new MX-ST tyre, while Mattia Guadagnini already secured this year’s Junior 125 World Championship using the MX-ST on his Maddii Racing Husqvarna.
“We would like to sincerely thank everyone at the ACU and especially all the clubs and their support staff around the UK for their help and support over the last decade and a half.”
Tim Lightfoot, ACU Motocross Business and Commercial Manager, said, “Maxxis Tyres have been synonymous with the ACU British Motocross Championship for the past 14 years. In what has been a most successful partnership for both parties, we would like to thank Maxxis Tyres for their long-standing support and wish them every success in developing their brand on the international stage.
Moving forward, we are busy working on the 2020 ACU British Motocross Championship, which as the UK’s premier off-road series offers a unique sponsorship platform for new and existing commercial partners to promote their products, brands and services.
We look forward to making further announcements regarding the 2020 ACU British Motocross Championship over the coming weeks.”