Two-time Dakar Rally Champion and FIM World Rally-Raid Champion Sam Sunderland has signed on as an official Brand Ambassador for Triumph Motorcycles.
Following his retirement from competitive racing in July 2024, the British Red Bull athlete is set to collaborate with Triumph and Red Bull on new adventure and off-road projects, leveraging his extensive Dakar experience.
“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,” said Sunderland.
Triumph’s Chief Commercial Officer Paul Stroud highlighted the brand’s growing presence in the adventure and off-road sectors: “We have seen fantastic growth in the adventure sector over the past 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’s investment in off-road continues with the TF 250-X’s AMA Supercross success and the upcoming 2025 Enduro model under Paul Edmondson’s leadership. The updated Tiger 900 and 1200 range also enhance Triumph’s adventure offerings.
Find out more about Triumph’s range of motorcycles at TriumphMotorcycles.com.au
