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Gordon Brown - Hell's Angel?

Bennetts unveil the biking alter egos of British celebrities

More familiar with chauffer-driven government cars, Gordon Brown is the ideal candidate to ride a Harley Davidson according to research out today. Bennetts, the UK's number one for motorbike insurance*, has unveiled a new biking 'calculator', which enables anyone to find out which bike they should be riding, based on a series of personality traits. In addition to Brown, it found that David Cameron's ideal ride is a powerful sports bike, David Beckham should be revving a Japanese street bike and X-Factor judge Sharon Osbourne should be taking long trips on her touring bike.

Bennetts commissioned sports psychologist and biking enthusiast Dr Murray Griffin from the University of Essex to analyse the data of over 2,000 UK bikers. The research revealed that celebrities, together with people across the country, are harbouring a biking alter ego and these can be divided into five simple categories:

• Bank Holiday Bikers - born to ride a touring bike into the sunset


• Boardroom Bikers - escaping the pressures of work on a powerful Harley


• Scooter Commuters - speeding around the city on a stylish scooter


• Rossi Rev Heads - desperate to impress with speed and strength


• Muscle Motor Heads - passionate about having fun with a streetfighter bike

The data, now combined to form the Bennetts Biker Tribe online calculator, can quickly and simply reveal the biking persona of anyone completing the test. Simply log on to www.bennetts.co.uk/tribes, answer a few easy questions and your personalised biking tribe will be revealed.

Dr Griffin's study found that Gordon Brown is a Boardroom Biker and should escape the pressure of running the country on a Harley. No longer leather-clad Hell's Angels, the majority of Harley riders are senior officials who don't necessarily have experience of riding a motorbike. For David Cameron, image is everything and he longs for speed and power as a Rossi Rev Head. Younger than Boardroom Bikers (77% of the tribe are under 44); the majority of this biking tribe are made up from professionals and managers who are enjoying a final fling before taking on further responsibilities in life.

Other surprising celebrity biking personas identified by the Bennetts Biker Tribe Calculator include:

• Lewis Hamilton - Scooter Commuter


• Simon Cowell - Rossi Rev Head


• Victoria Beckham - Ninja Rider


• Ozzy Osbourne - Bank Holiday Biker


• Louis Walsh - Boardroom Biker

Dr Griffin says, "The traditional stereotypes of bikers have changed rapidly over the years and it's no longer just bike fanatics riding motorbikes. Scooter Commuters, for example, are a rapidly expanding group with more and more people wanting to escape congestion on the roads."

Leaders of the pack

October 2007

Seven out of ten bikers save with Bennetts* Bennetts are officially the UK's cheapest provider of motorcycle insurance across all motorbike sectors*, according to a recent survey carried out by Consumer Intelligence (CI). Especially good news for sports bike riders; a staggering 85% of consumers save on sports bike insurance with Bennetts, while 77% save on supersports bike insurance.

Already recognized as the UK's number one for motorbike insurance# Bennetts have continued to drive down rates and have been exposed as clear leaders in the field of motorcycle insurance for Sports and Supersports bikes as well as Roadster, Trail and On Off Road.

CI's independent research measures performance of competing organisations. When compared against other major competitors including Carol Nash, AA, Roadsure, Devitts and E-Bike, Bennetts emerged on top as the cheapest provider of motorcycle insurance in all motorbike sectors.

Bennetts' Marketing Director, Mark Fells said of the results; "We're always working hard to understand the needs of our customers and to make sure we are providing them with the best possible rates. This research shows that it's paying off.

# Based upon independent research conducted in July 2006.

* Based on online independent research by CI during July 2007, Bennetts ranked number one in all non-scooter related categories.

For further information please contact contact Katie Raven, Emily Dwiar or Barbara Feeney at Frank PR on 020 7693 6999 or email bennetts@frankpr.it

ENDS

British is best

Bennetts has revealed that three British riders have emerged as leading contenders for the 'Fans Rider of the Year' award in a poll at this season's Bennetts British Superbike Championship events so far.

HM Plant Honda rider Jonathan Rea topped the fan's rider of the year list at the mid point of the season and his rise to popularity is hardly surprising given the success he is enjoying with the factory-supported Honda team. The Ulsterman is already tipped for a move to the Superbike World Championship ® in 2008 and is a serious contender for this year's Bennetts British Superbike crown.

The only non-British rider to make an appearance in the top three was seven-times Moto GP World Champion Valentino Rossi. The Italian legend was the joint favourite on the fans wish list for a pillion ride, along with Leon Haslam. The Airwaves Ducati rider was also second in the most popular rider poll but narrowly missed out on the top spot to championship rival Rea.

Chris Walker also featured prominently in both categories. Although the Rizla Suzuki rider has not enjoyed the most successful season of his career, he is still currently the third most popular rider among fans and second on the pillion wish list.

The final British rider featured in the polls conducted by the Bennetts Babes in the Bennetts British Superbike paddock is James Toseland. The World Superbike Championship leader - who is personally sponsored by Bennetts, the UK's number one for bike insurance* - is in third position on the fan's pillion ride wish list.

However, all of this could change with the influence of fans at the final two rounds of the popular domestic motorcycle racing series. The Bennetts Babes will be continuing the poll at the final two rounds at Donington Park and Brands Hatch, where fans can have their say on who wins the 'Fans Rider of the Year' title.

The final results and overall winners will be announced shortly after the final round of the Bennetts British Superbike Championship at Brands Hatch on 14 October 2007.

Double tops in the motorcycle industry

Bennetts, the UK's number for bike insurance* has appointed leading motorcycle industry agency RBP as its sports sponsorship agency. The Lincolnshire-based firm is responsible for maximising Bennetts' sponsorship of the British and World Superbike Championships for the remainder of 2007 and all of 2008.

Bennetts appointed RBP in June to negotiate its sponsorship of the World Superbike Championship and personal support of series leader James Toseland.

The Brands Hatch World Superbike event at the beginning of August was the official launch for both sponsorship projects, which complement Bennetts' current title sponsorship of the British Superbike Championship. Significant branding for strong TV coverage coupled with supported rider, Toseland, securing double victory at the tenth round of the series made the event a resounding success.

The Peterborough-based motorcycle insurance provider is nearing completion of its current three-year deal with the domestic racing series. It is yet to confirm whether it plans to continue its relationship with the Bennetts British Superbike Championship into 2008 and beyond.

"We are very proud to be taking RBP with us on our new sponsorship programme," says Mark Fells, Marketing Director, Bennetts. "RBP is well respected within the industry and it is a pleasure to work with a company that has the same strong work ethic as Bennetts."

"We are delighted to be strengthening our relationship with Bennetts," says RBP Chief Executive Roger Burnett. "We pride ourselves on working with some of the best brands in the motorcycle industry and are proud to add Bennetts to this ever expanding portfolio."

For an instant quote or more information to get log on to www.bennetts.co.uk

*Based upon independent research conducted in July 2006.