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19^th February 2005 (Source: Department for Transport )

Road Safety Minister David Jamieson today announced the Think! campaign's continued support for this year's British Superbike Championships. The deal will give Think! campaign opportunities to promote its safety messages at races.

The deal will enable Think! to continue to build a relationship with motorcyclists and provides an excellent opportunity to highlight road safety messages including the promotion of advanced riding skills assessment.

Bikers account for almost one in five road deaths but account for only one percent of total road traffic. In many of these accidents no other vehicles are involved. The sponsorship campaign will use the strapline "THINK! Keep racing for the Track".

David Jamieson said:

"Sports bike riding is growing in popularity with many bikers riding for the sheer fun of it. But all too often it can have tragic consequences. Recreational riders need to be aware of the risks involved and what they can do to minimise the dangers they face."

"The Think! campaign's support for the British Superbikes Championship allows us to continue to engage with motorcyclists and get important safety messages across directly to those at risk. "

Notes for Editors

British Superbike Championship

The Championship comprises 13 races between March and October at locations throughout the UK. Each event attracts an average of 22,000 spectators and is broadcast live on Sky TV with highlights expected to be shown on terrestrial television.

The BSB sponsorship offers the Department:

• A credible and newsworthy vehicle to continue building affinity with motorcyclists, a traditionally hard-to-reach audience
• Exposure to a national TV audience with secondary coverage of the events in the sports and specialist press
• Branding opportunities at the race tracks
• Marketing opportunities at the races
• Access to riders for promotional purposes
• The sponsorship will help extend the 'THINK!' campaign which encourages riders to be mindful of their safety. The headline message is 'THINK! Keep racing for the track', with the following secondary messages:

1. give your machine the skills it deserves
2. learn from an expert, be assessed by the best
3. take responsibility for keeping yourself safe
4. expect the unexpected

• In 2003, on non built-up roads alone, 426 motorbike and moped riders and passengers were killed and a further 2,560 were seriously injured.
• The police will provide a 'Bikesafe' stand at every race. This has the joint benefit of giving national exposure for the Bikesafe scheme and providing an excellent opportunity for promoting skills assessment.

In 2004 British Superbikes races will be held at

Round 1 28 March Brands Hatch Indy

Round 2 10 April Thruxton

Round 3 24 April Mallory Park

Round 4 02 May Oulton Park

Round 5 15 May Mondello Park

Round 6 05 June Croft

Round 7 26 June Knockhill

Round 8 10 July Snetterton

Round 9 21 Aug Silverstone

Round 10 29 Aug Cadwell Park

Round 11 11 Sept Oulton Park

Round 12 25 Sept Donington Park

Round 13 09 Oct Brands Hatch GP

Department for Transport
Great Minster House
76 Marsham Street
London SW1P 4DR

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