Marketing Strategy: Insurers Revved Up For Motorcycle Season

Motorcycle sport is fast paced and attracts a core audience of middle-aged men, often self-employed or with a low mortgage payment each month, who enjoy watching and taking part in bike sport, plus riding bikes on Sundays. The two wheeler market is competitive for brokers and MGAs alike and can offer some really interesting new niche opportunities, such as Street Scrambler bikes, electric scooters and motorcycles, plus the ever growing retro/classic segment.

So who are the players in this market?


Swinton Insurance will continue their partnership with Team WD-40 in the British Superbike Championship this year – and to celebrate they’re giving away a pair of VIP tickets for four races to three lucky superfans who will also get the opportunity to meet the riders and spend time in the paddock. Quiz details here;

As well as sponsoring Team WD-40, Swinton are also sponsoring Bradley Ray who was in the showdown last season and finished 6th overall.

Dan Agate from Swinton Insurance, said: “We’re incredibly proud to be supporting Team WD-40 for a second year. We’ve been offering motorcycle insurance through our specialist team for over 15 years, so it’s great to be involved in the 2019 Championships.”


Last year Carole Nash sponsored the JG Speedfit Kawasaki team in BSB, backing star and the specialist motorcycle broker has renewed sponsorship for the 2019 season, with Glenn Irwin and Ben Currie as riders.

As a company Carole Nash tend to focus more on shows and events than getting fully involved in road racing, and the CN blue/green branding can be seen at dozens of motorcycle and car shows all year round.



Market leader Bennetts has been involved with British Superbikes for many years and remains the headline sponsor of the series for 2019. It’s a strategy that has helped Bennetts reach number one in the bike insurance market, along with its Bike Social online channel, which covers all things two-wheeled, not just bike sport, with things like video motorcycle reviews, celeb interviews and rider toips and advice on offer.

It’s very much a strategy that aligns the Bennetts brand with the enthusiast lifestyle of the UK biker.


Another bike specialist broker, with a keen interest in road racing, Be Wiser used to sponsor a Kawasaki BSB team, but after a hiccup in 2015, they put money into a Ducati team. For 2019 Be Wiser Ducati are running ex MotoGP racer Scott Redding, who should be on the pace right from the start.


Here’s a new name for road racing fans, MCL Insurtech are an NI based software supplier, offering solutions for brokers. MCL are building their brand by putting sponsorship cash into the famous NW200 road race, which takes place in May 2019.

About alastair walker 6463 Articles
20 years experience as a journalist and magazine editor. I'm your contact for press releases, events, news and commercial opportunities at Insurance-Edge.Net

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