Despite the sports sponsorship tobacco ban in place since 2005, fags are back on the track after E-Lites — the UK’s biggest e-cigarette brand — unveiled a ground-breaking partnership with the MCE British Superbike series.
The E-Lites sponsorship package will include trackside and event branding throughout the 2013 season, as well as a range of other on-site rights and hospitality activities. Distinctive red and white E-Lites branding will be displayed prominently at all races and will be reminiscent of iconic ciggie brand support for bike sport throughout the 1980s.
E-Lites has also agreed personal sponsorship deals with BSB rider Pete Hickman and Pirelli Superstock 600 rider Tim Hastings. Light ‘em up, boys!