British Cycling has announced the signing of Relentless as the title sponsor for its 2007 National BMX Series. The addition of the national series is a significant increase in the energy drink's sponsorship portfolio, which already includes street riders Shaun Eglington and Mark Webb.
"BMX racing is hardcore and gritty and the perfect arena for Relentless," said Relentless director George Roth. "This is one of the sports that inspired the brand and this is where we can add tangible value on the track with our energy offer. Through our support of the National Series we hope to reinforce our brand positioning but most importantly we aim to help support the UK scene and assist in the development of the sport in the UK going forward."
The company's signing is a significant boost to the series, which also recently signed online retailer The Source as an associate series sponsor.