Copyright 2004, Roadracing World Publishing, Inc.

The British Superbike Championship series has a new sponsor, a safety campaign organized by the British government and aimed at street sportbike riders.

The campaign’s slogan is “Think! Keep racing for the track,” which will be displayed prominently at 2004 British Superbike events.

Government officials have been quoted as saying the campaign is designed to get the message directly to those most at risk.

According to published reports, there were approximately 350 motorcycle fatalities on British roads in 2002, 16 percent of all traffic fatalities despite motorcyclists making up just one percent of British road-going traffic.