OCTOBER 2026
When motocross met Merlo UK
What began as an unexpected partnership between an international machinery brand and one of Britain’s fastest-growing motocross championships became one of the standout success stories of the 2026 season. Photo Credit: TPMX Media
When the first bikes lined up for the opening round of the 2026 NORA92 British Cup, Merlo UK was entering unfamiliar territory. Better known for telehandlers working on farms and construction sites, the company took its ‘Courage to Dare’ philosophy into the motocross paddock as headline sponsor of the championship’s MX1 and MX2 classes, ‘Powered by Merlo’. Four nail-biting rounds later, Merlo UK had become a familiar presence throughout the British Cup paddock, welcomed by the community that brings the championship to life while bringing together its dealer partners, customers and team members through the shared thrill of the sport. For the OEM, its first season trackside saw the brand move from the starting gate to pole position of one of Britain’s fastest-growing motocross championships. On track from the opening lap
When you think of motocross, it’s impossible to separate the sport from the countryside that shapes it. Vast stretches of farmland provide the backdrop to the British Cup, with working agricultural land forming the foundation of many of the championship’s most iconic venues – the very landscapes Merlo machinery has supported for decades. That shared connection to the land became the foundation of the partnership. The NORA92 British Cup brings together the farming communities, landowners and rural businesses that have long been part of Merlo UK’s world. For Carl Benjamin, Director of Thornbury MX Events, which runs the championship, the fit was obvious from the outset: “A lot of our venues are on agricultural land, so there was already a natural connection. Merlo is such a strong brand when it comes to agriculture, and motocross is very much part of that rural environment. When we started looking at it, it just made sense.”
Carl was equally determined that Merlo UK’s involvement should become part of the championship experience rather than simply appear around it. He explains: “Right from the start we wanted to make sure Merlo UK could really get involved with what we were doing. We looked at how we could bring their dealers and customers into the events and give them a proper experience of motocross, rather than simply having their branding around the track.”
It was that thinking that shaped the season. For 2026, the VIP area was expanded to create a dedicated hospitality space where Merlo UK’s guests could watch the racing, explore the paddock and meet the people that make the championship happen. At each round, dealers and customers from the surrounding region were invited trackside, giving the company the opportunity to connect with local communities as the series travelled throughout the UK.
Photo Credit: TPMX Media
A championship with momentum
The British Cup has built impressive momentum over the past five years, and 2026 marked its strongest season yet. Across four rounds, around 2,800 people attended the championship, with an average of 290 racers and 420 spectators at every event. From Landrake in Cornwall to the season finale at Gossington, the championship continued to grow across a scorching summer while remaining firmly rooted in its grassroots community.
“The series has grown massively from where we started. It began as a one-off event, then became three rounds, and now we’re into our fifth year. The plan has always been to keep pushing it forward and make it the biggest national series we can. Growth is important, but what matters most is making sure the sport and the people behind it benefit too.
That philosophy is one reason the British Cup appealed to Merlo UK. In 2026, more than £30,000 was paid out in prize money, with support extending into the youth classes. “We’ve always wanted the British Cup to give something back to the people who are investing their time and money into racing. Prize money is a big part of that. We put more than £30,000 back into the championship this year, and we’ve made sure that money reaches right down into the youth classes. When you’ve got parents spending a lot of money to get their children racing, even a relatively small payment can make a real difference. It shows that we appreciate the people who support the series, and that’s always been important to us,” Carl explains.
The ‘Courage to Dare’ in motion
Merlo’s ‘Courage to Dare’ philosophy feels remarkably at home in motocross. Every race demands commitment, and every championship requires organisers willing to take risks. Carl knows both sides of that equation, having raced competitively across Europe before turning his lifelong passion into a career running national events.
“To be a good motocross racer, you need to be a little bit daring, but I think it’s the same in business. We’ve taken risks with the British Cup, from investing in prize money to developing new venues, because if you don’t try something different, you’re never going to move forward,” he shares.
That spirit was perhaps best reflected at the season finale in Gossington Motor Park. Hosting national racing there for the first time was a bold move, but one that delivered one of the most memorable weekends of the season. “There were people who doubted whether we could pull Gossington off because it was a new venue. But we knew what we had there. The atmosphere and the racing were equally incredible and we were able to crown our champions there. It was a really special way to finish the season,” Carl adds.
Photo Credit: TPMX Media
Finishing stronger, together
For Merlo UK, the success of the partnership has come from becoming part of the championship itself. As Shaun Groom, General Manager of Merlo UK, puts it: “It’s been fantastic to see how the relationship with the NORA92 British Cup has developed throughout 2026. Right from the outset, we wanted our involvement to be rooted in connection and were committed to creating something genuinely valuable for our dealers, customers and for the sport itself.
“The response has been incredibly positive. Seeing our customers enjoy the events, experience motocross first-hand and become part of such a passionate community has been a real highlight. It’s been a partnership built on shared values, and one we’re extremely proud of.”
Meanwhile Carl believes the impact has been just as significant for the championship: “It’s really difficult to attract major sponsors in motocross, so when a company like Merlo comes on board, people take notice. It has definitely lifted the profile of the British Cup. We’re very grateful that Merlo UK believed in what we’re trying to build.”
The bikes may now be packed away for the winter, but Merlo UK leaves its first season trackside with something lasting: a partnership built on shared purpose and the courage to dare.
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Source: industry press release.