BSB facing sponsor backlash for “promoting substance addiction” through Zyn

Oxford Products says it may end its sponsorship within the British Superbike Championship, after the series took on Zyn as a title partner for the 2026 season.

BSB entered into a partnership with nicotine pouch manufacturer Zyn last June, with its branding becoming more prominent for the remainder of that season.

However, earlier this year, following news that long-time title partner Bennetts was departing, Zyn quietly took over as title sponsor.

Zyn nicotine pouches are advertised as ‘smoke-free alternatives’ to cigarettes, with the company a subsidiary of tobacco giant Philip Morris International.

However, studies have found the pouches to be highly addictive, while unintentionally appealing more to children.

Zyn partnership goes against Oxford Products’ “strict ethical approach”

Oxford Products’, who has sponsored race-winning riders and teams in BSB, released a statement on Tuesday night announcing that was re-evaluating its position in the series over its Zyn links.

A company spokesperson noted, “Promoting substance addiction is not compatible with our philosophy of making life on bikes better.”

The full statement from the brand read: “Oxford Products has been constantly involved in motorcycle racing at one level or another since the mid-1970s.

“Indeed, the company was formed by race fanatic Alec Hammond in 1973 to fund involvement in the sport.

“In recent years, a large proportion of Oxford’s race budget has been allocated to the incredibly successful British Superbikes (BSB) Championship, sponsoring both racers and teams at the highest level.

“This commitment is now under scrutiny since BSB’s owner MSV signed a title sponsorship deal with a Swedish brand promoting potentially harmful nicotine pouches.

“ZYN is manufactured by a subsidiary of tobacco giant Philip Morris International, so this would appear to be the latest attempt by big business to profit from selling addiction, just like the current vape epidemic.  

“We do not believe that motorcycle race fans or indeed motorcyclists in general will benefit from the promotion of addiction in this way.

“Regretfully, we have to consider whether we wish to associate our brands with BSB, otherwise the pinnacle of motorcycle racing in the UK.

“This is the latest indicator of Oxford’s increasingly strict ethical approach to doing business, following unprecedented investment in sustainability, colleague welfare, and staff profit sharing.”

BSB responds to Oxford Products statement

BSB boss Stuart Higgs provided this response upon request from Crash regarding to Oxford Products' statement.