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PBM Racing Team announce Hager as title sponsor for 2024 BSB season

The PBM Racing Team have announced electrical supply company Hager will become title sponsor for the 2024 British Superbike Championship (BSB).

The team, which ran with backing from BeerMonster during the 2023 season en route to the riders’ and teams’ titles with BSB champion Tommy Bridewell and runner-up Glenn Irwin, will enter a single machine for the latter in 2024.

This will be the team’s first full season without the presence of its founder and owner Paul Bird, who died suddenly in September 2023.


“It would be an understatement to say it has been a big winter for the Team,” said PBM Racing Team Owner Jordan Bird. 

“We had our first big announcement of PBM returning this season and now we are really happy to share the news of our new title sponsor, Hager, who I would firstly like to thank for their continued support and also unveil our new livery.

“Hager remains one of the team’s most loyal partners and it seems the perfect fit for them to celebrate their tenth year with us by becoming our title sponsor as we prepare to fight for a tenth title. 

“Together we can now look forward to the next key moment for the team in our new era, when Glenn rolls out of pitlane for the first time at the Official Test this weekend before the first round of the season at Circuito de Navarra.”

Bruce Davies, Managing Director, Hager UK, added: “It was going to happen one day, and now the time is right. 

“We have been part of the team now for ten years, and given all the speculation around the future for 2024, it was never in doubt that Hager would be back to support the next step in the PBM story under the leadership of Jordan and Frank.

“This a great opportunity for Hager and PBM to further engage with our customers, providing them with an unrivalled experience, whilst supporting Glenn and the team in the quest to achieve an unprecedented tenth title. Our desire to be a part of this was something that I was not going to pass on.”

The PBM Racing Team will make its first appearance of the season at this weekend’s official BSB pre-season test at Donington Park.

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