Isle of Man TT winner Plater becomes Avon motorcycle tyre ambassador

Avon Tyres and two-time Isle of Man TT race winner and former British Supersport champion Steve Plater has become brand ambassador for Avon’s motorcycle tyre range. Avon has been working closely with Plater in recent months to enhance the 3D Ultra Xtreme and 3D Ultra Xtreme Slick products. Designed and manufactured in the UK, the 3D Ultra Xtreme and 3D Ultra Xtreme Slick, along with the wet-weather 3D Ultra Xtreme Rain Racer, are high-performance tyres developed with demanding track use in mind. Cooper has previously introduced brand ambassadors for particular product ranges, like Formula 1’s David Coulthard, who represented Cooper UHP tyres.

Plater sampled both the 3D Ultra Xtreme and 3D Ultra Xtreme Slick during a special test session at the Almeria Circuit in Spain, offering his expert technical feedback, and leaning on his experience as a competitor, to aid development.

In 2021, the relationship will grow further, with Plater – who competed on Avon tyres at the beginning of his motorcycle racing career – not only continuing to validate tyre performance on the track, but also embracing wider ambassadorial duties, which will include appearances at events, involvement in digital campaigns and much more.

Dominic Clifford, Global Avon motorcycle manager, said, “We are delighted to be naming Steve as an ambassador for our motorcycle tyre range. Steve’s record in motorcycle competition – both road racing and on the track – speaks volumes. He has already played a key role in the development of the 3D Ultra Xtreme range and will be a real asset to Avon moving forward.”

Steve Plater, ambassador for motorcycle, Avon Tyres, said, “It is great to be working with the Avon Tyres brand. From my very first race win many moons ago on Avon AM22/23 Supersport tyres, to touring my Ducati Multistrada on Spirit STs and most recently helping with the development of the new 3D ULTRA XTREME range, the feel-good factor continues!”

Plater claimed victory at the renowned Isle of Man TT road race in 2008 (Supersport) and 2009 (Senior). He is also an eight-time winner at the North West 200. In permanent track competition, he won the British Supersport title in 2009, and claimed four victories in the British Superbike Championship.