Builders merchant Jewson has announced a sponsorship deal in association with the British Superbike Championship (BSB) and International Road Races.
The agreement will see its Tool Hire division sponsor the Milwaukee Yamaha team throughout their 2014 season.
The merchant believes the deal will give them the opportunity to capitalise on the sport’s increasing global audience and popularity with trade customers, widening brand awareness in the UK and further afield.
Trevor Chapman, Regional Tool Hire director at Jewson, said: “We have a great trading partnership with Milwaukee, with its products being stocked in the majority of our branches, and as such we look forward to this relationship being strengthened even further.
“With circuits around the UK, we will also be entertaining some of our key customers in the team’s VIP area over the race weekends.”
Shaun Muir, team principle for the Milwaukee Yamaha team, said: “We are delighted to welcome Jewson Tool Hire as our sponsor for the 2014 BSB International Road Race Series in what we expect to be a fantastic season.
“It’s a great privilege to work with such a renowned brand and we look forward to forming a successful partnership.”