Sine Qua Non Helps Lift Yale into MotoGP™ Brand Partnership

August 4, 2017

Sine Qua Non (SQN) has been the catalyst for a new brand partnership, announced today, between materials handling manufacturer, Yale®, and MotoGP™, the FIM MotoGP World Championship.

The new brand partnership sees Yale appointed as the designated Forklift Supplier to MotoGP™ from the Czech Republic round of the Championship, which takes place this weekend.

Yale will supply forklift trucks for six European editions of the 2017 Championship, covering this weekend’s Brno round, as well as Austria, UK, San Marino, Aragon and the season finale in Valencia.

SQN CEO Claire Ritchie commented: “It has been our pleasure to bring together two leaders in their respective industries, with Yale and MotoGP™ sharing the same innovative, dynamic and technology driven values. With our long-standing involvement in the MotoGP™ paddock dating back over a decade, we recognised the value that the sport would bring to Yale, and the mutual benefits that would be derived between the two organisations. We look forward to helping both parties extract the most from this new brand partnership.”

Managing Director of Dorna Sports, Pau Serracanta, said of the announcement: “We are very excited to have Yale on board as our forklift partner. I am grateful to SQN for their involvement and support. Yale shares similar passions and values that fit in with the excitement and creativity that we have on display at our events. We hope this collaboration can be the beginning of a long and productive relationship between the two brands.”

Managing Director of Yale EMEA, Harry Sands, said: “When we were looking for a brand partner, MotoGP™ stood out as the obvious choice, due to our shared principles and characteristics, such as agility, high performance and innovative thinking. We feel that the values held by MotoGP™ align perfectly with what Yale stands for, and we look forward to displaying these attributes in the exciting and forward-thinking environment that MotoGP™ provides.”