Harley heads back to the track
Harley-Davidson returns to Brad Jones Racing in 2024 Supercars Championship sponsorship dealThe Repco Supercars Championship will add a bit of V-twin thump to proceedings for the 2024 season, with Harley-Davidson announcing it has signed a sponsorship deal with Brad Jones Racing (BJR).
The move marks a return to Australia’s premiere car racing title and team, as Harley also inked a deal with BJR back in 2017.
X branding package
The package will see Harley-Davidson X branding appear on the team’s #8 car driven by Andre Heimgartner, as well as on the BJR pit garage, throughout the 2024 season.
Harley-Davidson is using the deal to promote the release of the brand’s new X350 and X500 models, which signal the American giant’s return to the Learner Approved Motorcycle Scheme (LAMS) here in Australia.
“Like many motorsports fans, I’ve long harboured a desire to learn to ride a motorcycle and, for a while anyway, swap four wheels for two,” said Heimgartner.
“The Harley-Davidson X range grants me and any other would-be rider the chance to achieve this ambition, and I’m honoured to have the brand on #8 in 2024.”
The sponsorship package will also see a variety of on- and off-track experiences made available to fortunate members of the Harley-Davidson community, like pit garage tours, hot laps and meet-and-greets with the BJR team, etc.
Strong synergies
“We’re very proud to once again partner with the Brad Jones Racing team, and to bring the Harley-Davidson brand and riding culture to the V8 Championship,” said Nigel Keough, Managing Director of Harley-Davidson Australia & New Zealand.
“Authenticity and passion are vitally important to the Harley-Davidson community, and the BJR team’s commitment to family and racing excellence aligns perfectly with our own pursuit of adventure.”
BJR team boss, Brad Jones, echoed the sentiment. “We’re thrilled to have Harley-Davidson back on board with us in 2024 – they’re an ideal collaborator for us, he said.
“For well over a century, Harley-Davidson has built its legacy on a foundation of unwavering dedication to the innovation of motorcycling. This commitment has made it one of the most recognised brands in the world, and its fans some of the most passionate around.
“We feel this sense of community at BJR too, so it's great to be back together on the track again.”
The partnership signage and content will debut at the looming Bathurst 500, due to get underway in the regional NSW centre from February 23.
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