Triumph Motorcycles adds rally legend Sam Sunderland to its Brand Ambassador team
British brand Triumph Motorcycles is adding another high profile rider from the world of dirt bikes to its ambassador roster with two time Dakar Rally champion Sam Sunderland signing on with Triumph Motorcycles.
Following Sunderland’s retirement in July 2024 from competitive racing, 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 to help Triumph develop and facilitate new adventure and off-road projects.
“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,” Sunderland said. “I can’t wait to get started.”
“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,” Triumph Motorcycles Chief Commercial Officer Paul Stroud added. “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, successfully launching into the ultra-competitive 250cc motocross market launch with the highly-acclaimed TF 250-X and TF 450-RC Edition.
With the release of its new TF range of motocross bikes, Triumph has already proven that if you have the right people on the team, the results can be staggeringly good. In the case of the moto machines the GOAT himself, Ricky Carmichael joined as a brand ambassador and lent his expertise to the Triumph development team.
The TF 250-X, which has just arrived in New Zealand dealerships, joined the competition world in the best way possible with multiple podiums and even a win in its first competitive season.
Triumph's next step in its dirt domination ambitions is also going racing in the mud, with a new Enduro model, under the leadership of team manager and former world champion Paul Edmondson.