PBM Racing Team reveal 2024 Bennetts British Superbike livery and Hager title sponsorship deal

Nine-time Bennetts British Superbike Champions PBM Racing Team have unveiled a new look for the 2024 season by announcing a new title sponsorship deal with Hager.

Hager, a leading electrical supplier, have been long-term sponsors of the PBM team, with 2024 marking 10 years of the partnership. As a result, last year’s red and white livery has been updated to feature the company’s blue logo on the side of the bike. The team will now be known as Hager PBM Ducati.

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

Glenn Irwin is the team’s sole representative this season following a winter of change behind the scenes. Following the passing of founder Paul Bird last year, his daughter, Jordan Bird, and son, Frank Jr have taken control.

It’s been an off-season full of certainty, with the team officially transitioning from Paul Bird Motorsport to PBM Racing Team and announcing their spot on the grid at the beginning of March.

Irwin lost out on the title by half-a-point to former teammate Tommy Bridewell, who has since moved to Honda Racing UK. Whilst he missed out on top spot, Irwin claimed more victories than anybody else on the grid (10).

He’s searching for his maiden BSB title, whilst the PBM squad will celebrate championship number 10 if Irwin is able to reach the top of the mountain in 2024.

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

Preparations for the new season officially begin at Donington Park this weekend for a two day test (April 6-7) ahead of the opening round at Circuito de Navarra later this month (April 20-21).