- Triumph Motorcycles signs racing champion Sam Sunderland as an official Brand Ambassador
- Sam Sunderland will be working with Triumph on new projects in both the adventure and off-road markets
After the success of hiring the GOAT Ricky Carmichael to develop the recently released Triumph dirt bikes, the TF 250-X and TF 450-RC, the British brand has now enlisted the help of rally champion Sam Sunderland to work on the development of new adventure and off-road projects. And we reckon that’s pretty exciting!
The two-time Dakar Rally Champion and FIM World Rally-Raid Champion has become an official Brand Ambassador for Triumph following his retirement in July 2024 from competitive racing, and the British Red Bull athlete has begun working with both Red Bull and Triumph to explore opportunities for his next adventure, which will build on his unrivalled experience in the Dakar, the ultimate adventure motorcycle race.
Sunderland said: “This collaboration with Triumph marks an exciting next step in my career, and I’m looking forward to being a part of this British team which alongside Red Bull, is ready to take on new challenges with me. I can’t wait to get started.”
Triumph Motorcycles Chief Commercial Officer Paul Stroud added: “We have seen fantastic growth in the adventure sector over the last five years with the global success of our Tigers and Scramblers, as well as our decision to launch into the Motocross and Enduro markets for the first time. The opportunity to work with Dakar winner Sam Sunderland on a new adventure is very exciting, and we’re delighted to welcome Sam to the Triumph family.”
Triumph Motorcycles has made significant investments in the off-road market recently, with the TF 250-X and TF 450-RC Edition entering the ultra-competitive 250cc motocross market recently, with models arriving in NZ this month.
With a class-leading power to weight ratio, the TF 250-X proved its podium-winning potential with its landmark win by Triumph Factory Racing in the AMA Supercross. Triumph is also going racing in 2025 with a new Enduro model, under the leadership of team manager and former world champion Paul Edmondson.
With the rally pedigree of Sunderland, we’re expecting to see some exciting developments in the coming years in the adventure category from the British brand. Whether that’s going to be based on the motocross range or the bigger three-cylinder adventure bikes we’re yet to see. But it’s certainly an exciting time for the Triumph team with moves into new segments driven by some of the best riders in the business.
