TW Steel Unveils Yamaha Factory Racing Sponsorship | Sports Destination Management

TW Steel Unveils Yamaha Factory Racing Sponsorship

Jun 13, 2013
Oversized Watch Brand Expands Global Marketing Platform

Yamaha Sponsorship ImageTW Steel
Lin Jarvis, Managing Director of Yamaha Factory Racing (left), pictured at TW Steel’s HQ with CEO and Co-Owner, Jordy Cobelens (right). – TW Steel
is pleased to announce a new global sponsorship deal with Yamaha Factory Racing.

The multi-year relationship will see the Dutch lifestyle brand ‘Big in Oversized Watches’ become an ‘Official Sponsor’ of Yamaha Factory Racing – the Italian-based squad competing this season with the enviable rider pairing of reigning MotoGP™ World Champion, Spain’s Jorge Lorenzo (#99), and Italian legend and multiple MotoGP™ World Champion, Valentino Rossi (#46).

With TW Steel enjoying branding platforms through its relationship with the team at each race weekend, ‘The Watch in Steel’ will further cement its partnership later in the season courtesy of the introduction of an all new TW Steel Yamaha Factory Racing watch collection. 

 These dynamic timepieces will reflect TW Steel’s stylish design features while infusing the very brand DNA of Yamaha Factory Racing into each model, ensuring a wide appeal to fans of the team, its riders and consumers appreciative of bold, oversized watches.

 “Our association with Yamaha Factory Racing simply showcases once again TW Steel’s ambition as a global brand,” commented TW Steel CEO and co-owner, Jordy Cobelens.  “The platform the team offers us is immense, not only in terms of Yamaha’s worldwide reach but also thanks to the following enjoyed by the team competing in MotoGP™.  Our TW Steel Yamaha Factory Racing collection will represent the very best from both brands and we look forward to launching these timepieces together shortly.”

“It goes without saying that we’re delighted to be entering into a new sector and an exciting new sporting platform through our sponsorship of Yamaha Factory Racing,” stated TW Steel’s Chief Commercial Officer, Stewart Bain.  “Key to this relationship is our desire to continue to build our global platform and what better way than through an association with a brand as reputable and successful globally as Yamaha.  The team races at the top and with Lorenzo and Rossi partnered together, they represent the pinnacle of riding talent.  Our brands share many synergies, I’m excited to start our relationship!” 

 “It gives us great pleasure to be able to welcome TW Steel to the world of Yamaha Factory Racing and to the world of MotoGP,” enthused Lin Jarvis, Managing Director of Yamaha Factory Racing.  “TW Steel is a young company and they share the same passion as our team in the way they go about producing their watches. 

“Their products are renowned for striking designs, top quality materials, accuracy, reliability and a commitment to the world of sports.  We have worked together to develop a range of exclusive TW Steel – Yamaha Factory Racing watches that have been designed upon our YZR-M1 racing machines.  Our team will wear these watches at race tracks around the world and once they’re available we look forward to seeing them retailing at TW Steel dealers and in the Yamaha network around the world”.

Yamaha Factory Racing started the 2013 MotoGP™ season with a victory for Jorge Lorenzo in Qatar in April.  Heading into this weekend’s fifth round in Italy, Lorenzo sits third in the Rider Standings with team-mate and home-favorite, Valentino Rossi, two spots back in fifth place.

TW Steel is a private, family-owned company founded in Amsterdam in 2005 now retailing in over 100 countries and counting worldwide. It enjoys a presence in Formula One as the ‘Official Timing Partner’ to Sahara Force India, while the brand also boasts a bold portfolio of global ambassadors including Grammy-award winning star Kelly Rowland, and motorsport legends such as Mick Doohan, Emerson Fittipaldi, David Coulthard and Dario Franchitti.

About TW Steel: With its name meaning ‘The Watch in Steel’, TW Steel is firmly established as a big, bold, global lifestyle brand.  Its timepiece collections are reflective of, and available for all tastes and occasions with innovative design and luxurious styling paired together with Swiss build quality and an exceptional price point.  TW Steel offers a defined sense of individuality and shows to the world that as a bold and ambitious personality, you wear a statement watch that truly reflects who you are.

Proudly Dutch, TW Steel is led by its entrepreneurial CEO and co-owner Jordy Cobelens – whose talents have been recognized with Ernst & Young’s ‘Emerging Entrepreneur of the Year 2011’ in The Netherlands.  While Jordy Cobelens oversees the building of the TW Steel brand, his father and co-owner, Ton Cobelens, serves as the Chief Design Officer.  Having launched in 2005, and now with 140 models, TW Steel has attained a global appeal while creating an internationally recognized and respected brand name offering truly affordable luxury available in over 100 countries.

About Yamaha Factory Racing: Yamaha Factory Racing is Yamaha’s wholly-owned full-Factory Team in MotoGP.  The team was founded in 1999 and is now based in Gerno de Lesmo, close to Monza, in a brand new state-of-the-art facility with all technical, logistical, managerial and communications departments housed under one-roof. Shigeto Kitagawa is President of Yamaha Motor Racing with Lin Jarvis serving as Managing Director.  2013 brought the return of multiple MotoGP Champion, Italy’s Valentino Rossi, back into the team, partnering Spain’s Jorge Lorenzo – the reigning MotoGP Champion with Yamaha Factory Racing. The website is

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