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Never Settle: Rizla and Yamaha WorldSBK Aiming for Success

Never Settle: Rizla and Yamaha WorldSBK Aiming for Success

Rizla is well known to Yamaha WorldSBK fans as the Presenting Partner of the Official team, having been with the project alongside Title Sponsor Pata since Yamaha’s comeback to the category in 2016. But it is perhaps best known for introducing a special point of difference via its colourful Rizla liveries on the Yamaha R1 WorldSBK race machines each season.

These special ‘one-off’ Rizla identities prove popular with fans the world over and form a key part of the brand’s fully-fledged 360-degree approach to the partnership. The liveries have included a special Rizla “Bamboo” design in Imola last year, a bright Rizla Pink and a striking British Union Jack for Donington. 

But, nowhere has a special colour been more universally loved than at Michael van der Mark’s home race in Assen where he has been able to fly the famous Dutch orange colours, courtesy of Rizla, every year since he joined Yamaha in 2017. 

Loyal, engaged sponsors are vital to the success of any sporting organisation but in Rizla, Yamaha has attracted a partner who also delivers colour, glamour and an attitude that mirrors Yamaha’s approach to racing. Rizla’s “Never Settle” is not purely a marketing slogan, it reflects the team’s and Yamaha’s relentless pursuit of success. 

Walking into the reception of Rizla’s parent company Imperial Brands – Headquartered in Bristol, UK – and the motorsport roots of the company are immediately made clear by a famous Lotus F1 car in the main lobby! Rizla brings an iconic motorcycle sponsorship history to the series, having partnered Yamaha’s Official Team Crescent Racing for nearly 20 racing seasons in British Superbikes, MotoGP and now WorldSBK – often featured on the brand’s own popular Rizla Racing Instagram

During the recent lockdown period, many companies and individuals have reminisced a little and looked to their pasts as well as to their futures. However, not many of us can claim a history quite as extensive as Rizla’s, which traces its roots all the way back to 1532 when Pierre Lacroix traded some of his fine quality paper for some Perigord Champagne! The Rizla logo embraces this heritage and the ground-breaking rice papers that followed: Papers (Riz in French) made by the LaCroix family (La +) together forming “Rizla +”, a brand in existence since 1796. 

The same innovation continues today, both in business and racing, as Rizla aims to “Keep Rolling” with Yamaha all the way to the top step of the podium when WorldSBK resumes at the end of July.