The British Supermoto Championship has today announced that Naturally Best
(Vivaldi) will play a key part in building the profile of the sport in the
UK as the 2005 title sponsor.
The Championship will be referred to as the Vivaldi British Supermoto
Championship and marks a further expansion for the Lincolnshire based potato
concern. The Naturally Best motorsport portfolio now includes a major
presence in the British Superbike and National Superstock Championships,
Formula Ford and British Touring car together with the May Thundersprint
Classic held in Northwich, Cheshire (all the above activities are under the
Umbrella of Vivaldi Racing Ltd).
A key element of the deal is the development of cross-marketing initiatives
between Naturally Best various motorsport interests with a number of
promotions planned.
Eddie Nelson from the British Supermoto Championship said that the
partnership with Naturally Best is a major boost for the series as it seeks
to re-establish itself on the UK motorcycle racing scene.
"We have seen what the Vivaldi racing team has done in British Superbikes in establishing themselves as one of the biggest and best presented teams in the paddock. The British Supermoto Championship will be working closely with Vivaldi to raise awareness of their unique potato while building the profile of the sport."
At first glance it may appear that there is little in common with motorcycle racing and potatoes but it is the unusual nature of this link that is generating an enormous amount of interest.
Naturally Best marketing director Mark Powell said that the British
Supermoto Championship represented an ideal opportunity to continue the
company's strategy of building awareness of the Vivaldi potato variety with
the general public.
"Potatoes are perceived as being fairly nondescript and in our industry they
are not promoted as their own brand. We believe however that in the Vivaldi
we have something unique and we want to build awareness within our core
markets of just how good this potato is. For us the British Supermoto
Championship represents the ideal fit and we will be working with the
organisers to raise the profile of the sport and our potatoes."
The Naturally Best company first introduced the Vivaldi Potato to the
consumer in 2000 and it has become renowned for its texture and buttery
taste. Quite simply 'Tasting is believing'. Its popularity has exceeded all
expectations and is available in selected Sainsbury stores.
