Innovative motorcycle, accessories and clothing retailer George White are set to build on their sporting activities in 2010 by becoming an official associate sponsor of the MCE Insurance British Superbike Championship (BSB) following a deal agreed with series commercial rights holder MotorSport Vision. The Swindon-based company entered into motorcycle sport sponsorship for the first time in 2009 and were remarkably immediately rewarded with the European Superstock 600 Championship crown, thanks to one of Britain’s brightest racing prospects Gino Rea. The components of the BSB sponsorship will see significant branding at all twelve BSB events together with a large on-site presence where the tens of thousands of BSB fans can see the a representation of products offered at the George White stores. George White customers will also enjoy the benefits of a loyalty scheme delivered in a bespoke George White Fanzone area. Additionally the George White logo will adorn the safety clothing of the six hundred Racesafe marshals in an important recognition of these highly skilled volunteers who make racing possible. George White Managing Director Steve Gannicott said: “We pride ourselves with offering the best range of motorcycles, clothing and accessories at the best price to motorcyclists all over the UK. We took this offering “on tour” in 2009, and it worked. Next season, in association with the world’s premier national championship, we’ll be back offering an even more stunning range of products and services at the best possible prices. This is a very exciting period for us and we are really pumped about our involvement with BSB next year.” BSB Series Director Stuart Higgs said: “I was highly impressed when I visited George White’s Swindon premises. They have taken motorcycle retailing to the next level; it really is like a cross between a motorcycle exhibition and a premium car dealership. Steve Gannicott and his team are truly customer focused and we both share a passion for two wheels and its potential. This official associate sponsorship will really put George White in the highest possible profile as they exploit our extensive media platform and realise their growing ambitions.”