Manufacturing

Chain reaction as two big names in the bicycle world team up for 2024 race season

By Andrew Diprose [email protected]

Published: February 26, 2024 | Updated: 26th February 2024

Two Dorset-based big names in the two-wheeled world are to partner up this year.

Muc-Off, the global leader in bicycle and motorcycle care and performance, is to power bicycle retailer Primera Sports’ road cycling team for the 2024 race season.

The company, which is based on Poole’s Branksome Business Park, says the collaboration demonstrates its ongoing commitment to supporting fellow local businesses.

It also highlights its support for the independent retailer channel which has helped build the brand’s success over the last 30 years.

Muc-Off has become known for its support of world tour road cycling pro-teams such as INEOS Grenadiers and EF Education, as well as the Commencal//Muc-Off World Cup downhill race team.

Its latest sponsorship is an opportunity to bring its elite-level experience and full range of cleaning, protection, and lubrication products to a local team competing in the UK race series.

Bill Temple, Managing Owner of Primera Sports, said: “Our relationship with Muc-Off has been built on a mutual passion for cycling and excellence.

“Having them on board for the 2024 season, and being able to use the same products that have propelled top cyclists to victory, is an incredible opportunity for our riders.

“We’re stepping up our game this year and aiming for the top spots in the UK’s elite racing events.”

The Primera Sports road cycling team for 2024 sees the addition of several promising young riders.

Muc-Off says its sponsorship, which includes helmet branding, demonstrates its belief in the potential of such up-and-coming riders.

Alex Trimnell, CEO, said: “We’re thrilled to be backing Primera Sports’ cycling team.

“Supporting a UK-based race team gives us the opportunity to continue nurturing local talent.

“On top of that, they’re a team that’s just as passionate about racing as we are, so we’re super-excited to be powering them over the finish this season.”

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