Nova Motorsport signs 5-year British Hillclimb Championship title sponsorship, tyre supply deal

Avon Motorsport brand licensee Nova Motorsport will continue the British brand’s legacy in the British Hillclimb Championship (BHC) as title sponsor and major tyre supplier. The new global motorsport tyre brand has signed a new five-year title sponsor partnership with the 30-round series, which commences at Prescott on 20 April 2024. Nova Motorsport said the deal represents a landmark strategic partnership, delivering “security of tyre supply for the championship” and ensuring its future. Nova Motorsport will be supported by BMTR, a long-standing partner of Avon Motorsport and now Nova Motorsport, as the official service provider and supplier of Avon Motorsport and Nova Motorsport tyres to the BHC.

The Avon brand has a long association with the series, and the deal symbolises Nova Motorsport’s desire to build on its legacy. The new brand is targeting low volume applications in global motorsport series and specialist high-performance segments, having acquired several assets from the Avon brand’s owner Goodyear. The pinnacle hillclimb series in Nova’s domestic market will be renamed the “Motorsport UK British Hillclimb Championship presented by Nova Motorsport.”

Nova Motorsport said that hillclimbing represents “a key pillar” of its strategy. The partnership further solidifies Nova Motorsport’s dedication to multiple categories in global motorsport, including classic and historic endurance racing and rallycross – emphasising the brand’s resolve to deliver top-tier products and services to the racing community.

Nova Motorsport’s commitment to the Motorsport UK British Hillclimb Championship extends beyond sponsorship. The brand is also dedicated to supplying Avon Motorsport products to the BHC and developing new products for future release. Building upon the relationship established between British hillclimbing and Avon Motorsport more than 35 years ago, Nova Motorsport is poised to continue the legacy of designing, developing, and manufacturing championship-winning hillclimb tyres.

(Photo: Nova Motorsport)

Jack Price, product category manager at Nova Motorsport, commented: “Hillclimbing holds a very special place in the hearts of everyone at Nova Motorsport. We are honoured to uphold the legacy of Avon Motorsport and continue its support for the Motorsport UK British Hillclimb Championship with the announcement of Nova Motorsport as the title sponsor of the series for five years.

“This partnership not only reaffirms Nova Motorsport’s dedication to the sport; it also underscores our mission to provide the highest quality products and services to drivers and teams competing at the highest level.”

Photo: Nova Motorsport)

Tim Wilson, championship co-ordinator of the Motorsport UK British Hillclimb Championship, commented: “Nova Motorsport’s commitment to the Motorsport UK British Hillclimb Championship is instrumental in helping us to drive towards a bright future for the sport. We are delighted to collaborate with a company that shares our passion for excellence and innovation.”

Nova wants to establish its presence in global motorsport and the racing community quickly. It is concentrating exclusively on the historic and contemporary motorsport and specialist tyre sectors in order to leverage its extensive knowledge and expertise to create tyres to deliver success in ultra-demanding motorsport conditions.

The new company’s expertise will enable tailored tyre offerings to meet the specific needs of diverse racing categories. In addition, the brand is committed to substantial investments in research and development to ensure Nova Motorsport continues to supply exceptional products for those competing in disciplines such as hillclimbing, rallycross and historical and classic motorsport.

The Nova Motorsport team will attend the first round of the Motorsport UK British Hillclimb Championship presented by Nova Motorsport at Prescott on 20-21 April, 2024. The company will present its brands and range from the company’s 1960 Nova Motorsport AEC Routemaster bus. Nova concludes that further product and partnership announcements are imminent.