Mallory Park Racing Circuit Announce Naming Rights Deal


In what is considered to be a first for a major UK race circuit, Mallory Park, the friendly circuit, is delighted to announce a naming rights agreement with motorcycle retailer Completely Motorbikes.

This historic strategic alliance means that for two years commencing January 1st 2022, the race venue will be known as Completely Motorbikes Mallory Park. In forging this new relationship, the much-loved circuit will team up with a major force in motorcycle retailing, known for their passion for motorsport through rider sponsorship and as an official sponsor for the 2021 Bennetts British Superbike series.

In addition to the racing connection, Completely Motorbikes are the ideal partner geographically, having recently opened their Hinckley based superstore within a twenty-minute ride of the circuit. The Hinckley site offers a vast array of used machines and the group offers franchises for Ducati, Triumph, Kawasaki and Yamaha. Other than Leicestershire, the motorcycle division of the Completely Motoring Group has sites located in Gloucestershire, Worcestershire and Conwy, North Wales.

Stuart Hicken, Real Motorsport Limited, Managing Director: “This is a very exciting partnership for Real Motorsport Limited at Mallory Park. Completely Motorbikes are growing rapidly, only recently opening their new 37,000 sq ft showroom and distribution centre in nearby Hinckley.  We’re both family orientated businesses, with a very similar ethos, so we’re delighted to have agreed the naming rights for Mallory Park with such a rising, forward thinking brand.  Although the name of the circuit will change, Mallory Park has a rich racing heritage and an adrenalin-fuelled future, and our partnership with Completely Motorbikes will only strengthen our vision.”

Rob Ayland, Completely Motoring Ltd, Group Managing Director: “I am delighted to join forces with Stuart Hicken and his team at Mallory Park. We plan to sell 5,000 new and used Superbikes in the UK next year and the association with the circuit is a gamechanger in the Motorcycle industry. Our customers will have the opportunity to familiarise themselves with their new Superbike on a closed circuit, away from public roads, which is a unique offering. We will ensure our team of experts give Completely clients a memorable introduction to their new machine in the safest possible environment. Our profile has rapidly expanded in the industry with the addition of Triumph, Ducati, Kawasaki, and Yamaha Dealerships. The further association with such a historic venue shows our commitment to the UK Motorcycle Industry.”

Ahead of the naming rights taking effect, Completely Motorbikes will prologue the new circuit title by assuming title sponsorship of the illustrious Mallory Park Race of the Year on 24th October, where no less than 16 champions will be crowned. Confirmed so far for this year’s event are Gino Rea, Charlie Nesbitt, Bjorn Estment, Levi Day, Tim Neave, Tom Oliver, Brent Harran, Leon Jeacock, and TSGB Champion Max Stainton.



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