Global confectionery manufacturer Adams has announced that it will back leading British Superbike contender Sean Emmett with personal sponsorship from the famous Halls Mentho-Lyptus brand for the rest of the 2002 season.

The medicated sweets, which are made in Manchester and sold in over a hundred countries, are the world's biggest sugar confectionery brand and this is the first time it has been associated with motor sport sponsorship.

"Halls Mentho-Lyptus is a top British name that has proved to be a real winner and we're backing a top British sportsman, who is also a proven winner," said a company spokesman, "Sean comes across as a very personable, articulate and motivated person, who projects exactly the right image for the product, so it should make a great partnership."

Emmett, currently second in the title chase and now mounted on a Yamaha R1 after moving from the IFC Ducati team, knows the product well and is delighted with the deal.

"It's brilliant to be associated with such a highly successful worldwide brand and I like to think they regard me as a rider of global standing," he said, "To be involved with a multinational company like Adams also sends out positive vibes about the sport and biking generally."

The tie-up came about when Adams promoted its Halls Mentho-Lyptus Extra Strong Variety, which is particularly popular with young men, in the biking press, with a slogan 'take a deep breath' that struck a particular chord with racing motorcyclists. An offer for an associated free poster, featuring a racing machine on a series of S-bends, brought a tremendous response from bike fans as far afield as the US, Canada, Brazil, Kosovo, Afghanistan and Italy, indicating a strong brand affinity with motorcycling and paving the way for subsequent sponsorship overtures from Emmett and his management team.

The end-of-season arrangement, which will see the Briton sporting Halls branding on his leathers and racewear, as well as Halls brolly girls in the pit lane, covers the last three meetings of the season - at Oulton Park (1 September), Mallory Park (15 September) and Donington Park (29 September). Adams will be getting into the swing of sponsorship with hundreds of giveaways for spectators at each track and special prize competitions in the local media. As yet, this is, fittingly, a 'suck it and see' exercise, but if the response and feedback are good, the company may look to a longer term link.



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