Sam Sunderland Becomes Triumph Ambassador
The two-time Dakar will now be working with Triumph on “new projects in both the adventure and off-road markets”
Sam Sunderland might be best known for riding GasGas and KTM bikes to victory in the world’s toughest off-road motorcycle race, but in 2025 he’ll now be working with Triumph, as he becomes one of the Hinckley brand’s official ambassadors.
Sunderland officially retired from motorcycle racing in the Dakar in 2024, although still took part in the event with Toby Price as the pair joined forces behind the wheel of a Toyota Hilux racing truck.
This new project is a little more interesting, though, as it points to the Hinkley factory potentially increasing the size of its fledgling range of motocross and enduro machines. Triumph currently has the TF 250-X and TF 450-RC in its ranks, but with his extensive knowledge of off-road rally racing, it’s sensible to assume that a rally model based on the 450 could be in the works.
It’s also possible that Sunderland could be looking to emulate some of the success fellow enduro racer Ivan Cervantez has had, riding Tiger 900 and 1200s in off-road rally events that field a ‘Maxi-Trail’ class for large-capacity adventure motorcycles.
Speaking about the news, 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.”
Find the latest motorcycle news on Visordown.com
Simon (AKA Toad) has been working within the motorcycle industry for more than twelve years, and a member of the motorcyclist family since birth. Growing up around British-built single and twins, it was inevitable that a life on two wheels was on the cards, from a very early age!
