Skip to content

Superbike World Championship re-branding

To capture the essence and value of the series, while meeting partner and fan expectations, FIM Superbike World Championship (SBK) sought to enhance its image as a dynamic and well-structured premium brand.

Creating a bigger brand with greater appeal

Infront together with a leading international creative agency, re-positioned and developed a new brand and visual identity for the FIM Superbike World Championship. Coinciding with the series’ 25th anniversary, the project was launched in February 2012 as a symbol for the on-going development and innovation of the series.

An exciting more commercially viable visual identity

In the course of the 12-month project, the entire SBK brand was overhauled and rebuilt from scratch. One distinct brand that clearly reflected the sport, its image, ambience, values and the style of premium international motor racing was created. A branding system to enable the series a global appearance and strengthen the overall marketing appeal was constructed together with toolkits for the various commercial stakeholders such as licensees, racing circuits, teams and manufacturers. The solutions covered the full spectrum of marketing materials: sponsor integration programmes, complete venue dressing concepts (including paddock, winner’s podium and hospitality areas). Furthermore, an on-air broadcast design toolkit was developed, with TV graphics as well as web and mobile applications. The new logo and brand identity included the key visual element of a Chevron - recognisable to motorcycle racing fans everywhere – it was used in versatile and flexible ways across all media.


  • A family of brands was developed to create one instantly recognisable image for the entire series of events
  • Awareness was enhanced and  commercial appeal boosted across all races
  • The championship was set to be recognised as one of the top global motor sport properties
  • New followers and commercial partners were able to more easily identify the series

Superbike World Championship re-branding