Cab Direct will be the British Speedway Championship main sponsor for the 2023 racing season.
Through the deal, the league will be renamed the ‘Cab Direct Championship’. The taxi specialist will aim to use its extensive communications channels to help publicise speedway to thousands of taxi drivers, throughout the UK.
Cab Direct Marketing Director, Donald Pow, said: “Speedway represents an ideal partner for a brand like ours.
“We’ve learned down the years that many of the UK’s hard-working taxi drivers are fans of all things on wheels, whether that be driving, maintaining vehicles or following motorsport.
“Speedway may not be as big as Formula One but it’s every bit as exciting! With clubs from Plymouth to Edinburgh and Scunthorpe to Berwick, speedway is a working-class sport that offers nationwide coverage, which makes it a perfect fit with Cab Direct and our thousands of loyal customers.”
Customers of Cab Direct will be able to follow this year’s Speedway Championship through the company’s social media, events and website. Cab Direct customers will also be able to obtain tickets through unique competitions for various meets across the speedway season.
Rob Godfrey, Chairman of British Speedway Promoters Ltd., said: “We’re delighted to have reached this agreement with Cab Direct to sponsor the league for 2023.
“Cab Direct is a major national business with a great reputation and its backing can only help us attract more new customers to discover the amazing sport of speedway.
“As well as exposure to thousands of taxi operators around the UK, every taxi driver talks to thousands more customers every year, so having them on board is a brilliant way to spread the word about speedway!”