Cycle News - Archive Issues - 1990's

the Exide logo in all the magazines. The hardest part has been getting the sponsorship recognized on radio and certain other media outlets. It's not so difficult on TV because we have had our leathers, bikes and pit comers designed with the logo in a prominent place where everyone can see it, so I think that we have been successful from that point of view." One of the ways in which the team has increased that success is by using two sets of leathers during the course of one meeting. Both will ride the qualifying heats with one set of leathers and then switch to a clean set in the respective Grand Prix finals so as to maximize their exposure. "Whenever Billy and I have been interviewed, we have always tried to mention Team Exide at every opportunity without making it look too obvious," Hancock said. "It's our belief that if we look after our sponsors, they will always want to come back for more if their budget allows them to do that. I think Exide is happy with what we have given them in return." But Hancock and Hamill have' also had to concentrate on their racing action as well as keep their sponsors happy that's where other members of Team Exide have stepped in to help. "We have got other guys helping us out with publicity material," Hancock said. "One in particular looks after all the press cu ttings to keep a good portfolio, and he has even contacted radio stations to ask if they have kept recordings of radio interviews - that's just something we haven't been able to do." Hancock and Hamill are also quick to credit the mechanics who look after their machinery as an indispensable part of the organization. "I can't speak highly enough of the team we have had around us," Hancock said. "They have been brilliant for us, and we couldn't have done it without them. We do it all on the track, but we have to have a good team around us, and if things aren't right, we can't do it on the track. It's tough enough for us to concentrate on winning the world title. You need the help of some good people to make it happen for you, and that's what has happened here. Billy has had a great backup team just like me, and that's why we have enjoyed success." Success came in abundance during the 1996 campaign as Team Exide was rewarded by Hamill's stirring victory at the final round of the Grands Prix in Vojens, Denmark, as he lifted the World Championship from Denmark's Hans Nielsen while Hancock finished third in the world behind the Dane. "Greg was happier than me, I think," Hamill said. "To finish third is a fantastic achievement in itself, which is obviously overshadowed by the fact that I won it, but third place means that Greg deserves all the credit going as well as me. When I won the title, I was proud to show off the logo, and it's our opinion that for the sponsorship of a speedway duo like us, business can get a good deal. I'm sure Exide is .delighted with our achievements, and we hope to do it all again next year. I hope Exide will get involved again, but until anything becomes certain, we cannot say more than that." Whether or not Exide retains its affiliation with Hamill and Hancock may yet have to be determined, but Exide marketing executive Tony Summers says that he was naturally delighted with the team's success, declaring the 1996 season a total success. "The two guys have done superbly well, and we are very proud of what (Left) Hancock (right) rounds a bend at the Polish Grand Prix. Both riders make It a point to switch to clean leathers during their final ride to ensure maximum sponsor exposure to the fans snd the media. (Below) Hamill (right) and Hancock have been racing each other since their junior days In America. Now they are ranked number one and number three In the world, and with their major backing, are recognized among the most professional motorcycle racers around the globe. they have achieved," Summers said. "They deserve all the credit that is going their way. I believe that they are the two most professional, approachable riders in the world and I regard them as friends, which is a vital part of sponsorship." Summers also said that Hamill and Hancock have done wonders for the name of Exide Batteries, and that the company considers itself privileged to have been associated with them. "The English guys can learn a lot from Greg and BiJly in terms of their approach to racing and the way they handle sponsors and media outlets," Summers said. "These guys are something special, and we will be talking about next season. We were delighted when they approached us, and we were very happy to oblige. Exide have been involved with motorcycle racing for quite some time, and not one English rider approached us about sponsoring them. (But) It's not that Greg and Billy were the only option. We chose to go for it, and look what it has done for us. The resuIts speak for themselves." Both Hamill and Hancock have now developed great reputations for selling themselves in World speedway, and fQI- (Left) Sponsorship maintenance: Hancock takes special care to brush tbe excess muck off his leathers between rounds et the German GP. lowing the success of this year's series and all of the publicity they have achieved, other sponsors may soon be knocking'on their door. Both appear to be riders with a business mentality who know how to speak to sponsors, supporters and management alike.. With Hamill currently champion and Hancock ready to challenge him next season, they have proven that they have the desire and initiative to succeed. Whatever happens in the future, they have been part of a successful project which may take Grand Prix speedway to yet another new level. 1:N Editor's note: This prOfile was actually assigned prior to the events that took place at Vojens, Denmark, September 21, Look for an upcoming feature on new World Speedway Champion Billy Hamill in afuture issue. \0 0\ 0\ rl -.0 I.< Q) ~ ~ z 21

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