SBS in WSBK sponsorship deal

Danish brake component manufacturer SBS Friction has made a sponsorship agreement with the organisation behind the WSBK series for 2018. The agreement covers eight European races this season, starting with Aragon, Spain, mid-April and ending up with the French race at Magny-Cours on 28-30 September.

In these races the SBS logo will be on the cover of the special bag that is used for the popular WSBK race catalogue. “Racing has always been a part of our DNA. For more than two decades we have supported top riders and winners in WSBK and other road racing race series,” says Christel Munk Pedersen, CSO at SBS Friction.

“The WSBK events are very popular and a good place to meet enthusiastic bikers. We expect that more than 30,000 will get an SBS bag in their hands during these eight races”. The sponsorship is also to be seen as part of the introduction of a new SBS brand profile.

“Last year we launched our new brand profile at the EICMA trade show in Milan, and now it is really time ‘to walk the talk’. We have made significant changes in our offer to the market. 

Formerly we were known as the brake pad manufacturer.

“But now we have added brake discs and brake pins to a range that already also included brake shoes. This means that it is now possible to buy the most frequently used brake components in the SBS brand and with the same highquality standards as our brake pads”.

As part of the new brand platform, SBS has also introduced new artworks and changed to a more daring and modern colour scheme. But it is not only in the stands that SBS will be visible. On the tracks some of the competitors for the podium positions will be using SBS as their preferred brake pad.

“Also for 2018 we have made contracts with ambitious teams such as Ten Kate Honda Racing, Althea BMW Racing, Puccetti Kawasaki Racing, MV Agusta Reparto Corse, Triple-M Honda Racing and many others. So we look forward to a lot of exciting SBS action at the races this season,” Christel Munk Pedersen promises.

The SBS WSBK sponsorship agreement is aligned with the introduction of the brake specialist’s new brand profile and based on its long tradition and dedication for race.