Long-term title sponsor of the British Superbike (BSB) championship, bike insurance broker Bennetts, has announced it’s quitting the series before the 2026 season begins. The firm first supported the national race series from 2005 to 2008, and returned as the main sponsor in 2018. But in an online announcement at the start of January, the firm said it was ending the high-profile sponsorship deal.
“After more than a decade of support, Bennetts will not be continuing as title sponsor of the British Superbike Championship in 2026,” it said. “Over hundreds of race weekends, we’ve proudly delivered thousands of unforgettable customer experiences. We’ve brought fans closer to the action than ever before, and we’re incredibly proud of the memories we’ve helped create.”
However, it’s suggested that it may remain as part of the paddock in a smaller way. “Our passion for racing remains as strong as ever. Supporting riders, teams, and events has always been part of our DNA. So don’t be surprised if you see us trackside or at an event near you very soon.”
BSB organiser, MSVR (MotorSport Vision Racing), has not yet announced a replacement title sponsor for 2026, which will be the 30th anniversary season of BSB in its current form. But insiders suggest that a nicotine pouch firm, ZYN, may be set to take over the contract. Indeed, the BSB website has already changed its colour palette to match ZYN’s sky-blue corporate branding and moved the ZYN logo to the top of the sponsor list, ahead of control tyre supplier Pirelli.
ZYN is a subsidiary of Philip Morris, the giant tobacco firm behind the Marlboro cigarette brand – though its nicotine pouches don’t contain any tobacco, they are claimed to be far safer than smoking cigarettes.
Carole Nash steps in
As we went to press, BSB also announced a new sponsorship deal with Carole Nash. The firm has signed up as the “official insurance partner” for the series, with extensive branding and customer experiences, including VIP hospitality, grid walks, safety car and pillion laps, plus the chance to ride on track with parade laps at key rounds. Carole Nash is also running a series of trackdays with BSB organiser MSV, dubbed Carole Nash – BSB Track Days by Motosport Vision Trackdays (MSVT). There will be dedicated days at Oulton Park, Brands Hatch, Cadwell Park, and Donington Park GP.
British Superbike Championship series director Stuart Higgs said: “I am delighted to welcome Carole Nash as our exclusive official insurance partner of the British Superbike Championship as we celebrate our landmark 30th anniversary season this year. We look forward to working together with Carole Nash to deliver this new partnership, ensuring that their customers have some of the best experiences BSB has to offer throughout the 2026 season.”
And Carole Nash associate director Daniel Nield added: “We are thrilled to be the official insurance partner of the British Superbike Championship. The series plays an important role in the racing calendar, and we’re proud to support the riders and teams as the championship celebrates its 30th anniversary, while giving our customers the chance to experience the thrill of track riding. We look forward to working with BSB to deliver a memorable and successful season ahead.”