E-Lites, the leading UK e-cigarette brand, is sponsoring the MCE British Superbike Championship for the 2013 season.
The partnership signals a return to motorsport for a smoking related product for the first time since tobacco related sponsorships ended in 2005.
The E-Lites sponsorship package will include trackside and event branding as well as a range of other on-site rights and hospitality such as a dedicated section on the MCE BSB championship website for fans to upload their E-Lites race highlights.
The distinctive red and white E-Lites branding will be displayed prominently at all races throughout 2013 and will be reminiscent of the iconic branding which was famously associated with motorsport throughout the 1980s, the company claims.
E-Lites’ CEO, Adrian Everett, said: “We are delighted to be associated with the MCE British Superbike Championship and that E-Lites, as the nation’s favourite e-cig brand, is trail blazing for the category.
“Partnering with a sport that was once synonymous with tobacco sponsorship is our way of raising awareness that smoking has been reinvented and that E-Lites provide an alternative that is widely regarded as being safer than cigarettes.
“2013 has been a year of firsts for E-Lites. In January we became the first company in the UK to run a national TV advertising campaign for e-cigarettes containing nicotine. With the announcement of this sponsorship we are demonstrating our commitment to continuing to leading the way for the e-cig category.”
Stuart Higgs, MCE British Superbikes series director, said: “It is a credit to the MCE British Superbike Championship that we have attracted a dynamic brand like E-Lites.
“Their growth has been phenomenal and the synergy between E-Lites and the fast moving, high drama spectacle that is MCE British Superbikes is obvious. Using our wide range of media communications tools E-Lites will be able to promote the significant benefits of switching to a non-tobacco related product to our huge audience.”
E-Lites has also agreed personal sponsorships with BSB rider Pete Hickman and Pirelli Superstock 600 rider Tim Hastings.
The brand has further extended its reach into the motor sport arena with the announcement of a partnership with Matt Bell Racing for the inaugural BRDC Formula 4 Championship. The agreement will see the team re-named Matt Bell Racing (Team E-Lites) and its single-seater race car fully wrapped with the eye catching E-Lites branding.
Everett said: “We are proud to be involved with such a promising young driver in this inaugural year for the BRDC Formula 4 Championship. We are looking forward to some exciting racing and to being part of a championship which has been specifically set up to nurture the talent of up-coming young drivers and source the Formula 1 stars of the future.”
Established in 2007, E-Lites claims it has transformed the e-cigarette market, creating a product that offers the most authentic look, taste and sensation of a traditional cigarette but free of tobacco, tar and carbon monoxide. Made using the latest technology, E-Lites said its patented design offers a unique smoking experience.