Rapid Solicitors have ended their sponsorship of the Paul Bird Motorsport Kawasaki team after three successful seasons including two MCE British Superbike Championships.

Their decision was conveyed by email to team boss Paul Bird with the explanation that they were looking to focus their promotional activity on other media, including TV.

The Cumbrian chicken magnate, who is to give full attention to retaining the BSB title next season, having resigned four-time champion Shane Byrne, told bikesportnews.com: “We have had three good years and it has been an excellent relationship. Nothing is for ever. Replacing sponsors of this calibre is not easy but we have had a lot of interest.

“We will certainly be on the grid next season with Stuart and Shakey, we are making big improvements on the bikes and we will be the team to beat.”

The Rapid Solicitors business has just been sold to another law firm, Neil Hudgell Solicitors, so its under new direction and they want to concentrate on generating enquiries and cases by spending on direct response TV ads and other media.