Trackside with Merlo UK: A different route to building customer connections
Three rounds into its partnership with the 2026 NORA92 British Cup, Merlo UK is showing how grassroots motocross can provide an effective platform for engaging dealers and customers while strengthening relationships across the construction and agriculture sectors.
This August, the 2026 NORA92 British Cup arrived at Sherwood Motor Park for its third round of the season, with members of the construction and agriculture industry gathering trackside to support one of the country's most exhilarating grassroots motorsport championships.
As Merlo UK's partnership with one of Britain's fastest-growing motocross events has developed, the paddock has become a place where dealers, customers and the wider motocross community can connect away from the pressures of day-to-day business.
The championship's visit to Sherwood MX Track marked one of the standout weekends of the season so far. Making its debut on the calendar, the Nottinghamshire venue presented competitors with a fresh challenge, particularly as its naturally sandy terrain was intensified by one of the driest spells the UK has experienced in recent years. Yet despite the conditions, organisers delivered another memorable weekend of racing thanks to the dedication of those working long before the first gate dropped.
Photo credit: TPMX Media
"The incredible effort from the track crew really stood out throughout the entire weekend," says championship commentator Mick Rich. "Keeping dust levels under control was always going to be difficult, but they exceeded expectations throughout the weekend with constant watering and track preparation. The result was excellent racing conditions and improved visibility for riders, which contributed to a fantastic atmosphere across the event."
Partnerships built in the paddock
From the outset, Merlo UK's involvement with the British Cup has created meaningful opportunities to engage with dealers and customers in an environment that encourages genuine conversation and relationship building, away from the exhibition halls and meeting rooms where those conversations would traditionally take place. For Rich, that's been one of the most rewarding aspects of the partnership. As he explains: "One of the biggest positives has been the opportunity to invite dealers and customers to experience the sport first-hand. They've thoroughly enjoyed seeing the racing in action and becoming part of the motocross community."
Over the course of the season, Merlo UK has welcomed customers and dealers to the British Cup, giving many their first taste of championship motocross while creating opportunities to strengthen existing relationships and build new ones.
"What's particularly rewarding is that genuine business opportunities have come from these events, with deals having been influenced by relationships developed trackside. That demonstrates why this partnership has made so much sense from the beginning,” adds Rich.
A winning experience
Photo credit: TPMX Media
On the surface, construction equipment and motocross may appear to occupy very different worlds. Spend time around both, however, and the similarities quickly become apparent. Both demand technical expertise, depend on reliable machinery and, above all, rely on people who are prepared to go the extra mile to get the job done. It’s that shared mindset that first attracted Merlo UK to the championship.
"We wanted to engage with customers and dealers in a different and more exciting environment outside of traditional exhibitions and demonstrations," Rich says. "Motocross also aligns perfectly with one of Merlo's core values: 'Courage to Dare'. The determination, commitment and passion shown by riders throughout the series reflects the same attitude that has helped shape the Merlo brand over the years."
The connection has resonated well beyond the circuit itself. Earlier this summer, a Merlo-sponsored race bike took centre stage at Hillhead, where it quickly became one of the stand's biggest conversation starters. Visitors who initially came to discuss machinery left wanting to know more about the company's growing involvement in British motocross, while a competition to win tickets to the British Cup introduced new audiences to the thrill of the championship.
The prize winner attended Sherwood with her son for their first experience of national-level motocross and came away impressed not only by the quality of the racing but also by the professionalism of the event and the welcoming atmosphere created throughout the paddock.
All roads lead to the season finale
With one round remaining before the 2026 British champions are crowned, attention has already turned towards championship deciders and season finales. For Merlo UK, however, the success of the partnership has already been measured in something far more enduring than podium finishes.
"What started as a different way to engage with dealers and customers has evolved into something that genuinely connects people through a shared passion. We've had tremendous support from the motocross community, our dealers and our customers, and we're looking forward to finishing the season on a high,” adds Rich.
With the final gate yet to drop, there's still everything to race for. Merlo UK will be trackside at Gossington, Gloucestershire, on 29–30 August, welcoming dealers and customers for a weekend of championship-deciding action. Away from the racing, visitors will also be able to explore a selection of Merlo machines on display throughout the weekend, while on-site camping and two-day tickets offer the chance to experience everything the season final has to offer.
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