Italian multinational oil and gas company Eni has been announced as the new title sponsor of the FIM World Superbike Championship.According to a press release, having previously served as technical partner to the motorcycle racing series and a range of teams for a number of years, in its new role, 'Eni will take advantage of this opportunity to connect with consumers and fans in an emotional ambiance and activate its title sponsorship all round – onsite at the circuits, in petrol stations or via various online channels.'The announcement marks the Superbike World Championship's first title sponsor since HANNspree ended its association with the series following the conclusion of the 2010 season.In addition to Eni's title sponsorship, financial details of which were not released, the company will also act as the official fuel and lubricant supplier to the Superbike World Championship and its various support classes, the Supersport World Championship and Superstock championships.
In a separate agreement, Engelbert Strauss, a European mail order company for workwear and personal protective equipment, has signed a two-year agreement to become an official sponsor of the Superbike World Championship.“The Superbike World Championship is one of the most successful motorsports series worldwide, whilst also being characterised as down-to-earth and close to the fans," said Engelbert Strauss head of marketing Karl-Heinz Brenner. "It offers us an ideal platform to raise international awareness of the Engelbert Strauss brand and connect to our audiences through an authentic environment.”Both agreements were signed by Infront Sports & Media, the parent company of series promoter Infront Motor Sports.“We are particularly proud to welcome Eni amongst the sponsors of the FIM Superbike World Championship in the role of title sponsor,” added Infront Motor Sports chief executive Paolo Flammini. “I believe it is very important to underline that the collaboration between Eni and Infront Motor Sports will not only be developed in marketing aspects of the partnership, but also through the implementation of technological collaboration.This role will enable Eni, as well as manufacturers and teams taking part in World Superbike and the other support categories, to make use of important opportunities for technological and commercial development," Flammini added.