In a bid to grow the brand beyond its current customers, Mercedes-AMG has just become the main sponsor of the MOTORRAD-HELDEN Club, which translates to “Motorcycle Heroes” Club, a recent;y formed group comprised of people with subscriptions to the German publications MOTORRAD, MOTORRAD Classic, and PS.

If you go to the MOTORRAD-HELDEN site now, you’ll see that there is a ‘powered by AMG’ label just beneath the logo. The sponsorship highlights AMG’s sporty image. In addition, it builds upon the brand’s existing presence among bike enthusiasts after being a partner of MOTORRAD’s ‘action team’.

Mercedes-AMG Branding and Marketing chief Mario Spitzner said that performance bike enthusiasts also have interest in their four-wheeled counterparts. “MOTORRAD-HELDEN is an ideal partner for our brand, as well as for our products and the fascination that they exude,” added Spitzner.

“We are proud to have Mercedes-AMG on board as our main sponsor,” said Peter-Paul Pietsch, who heads the Motorcycle and Aviation division at MOTORRAD’s publishing house, Motor Presse Stuttgart. “Having this strong partner at our side enables us to offer our members a broad range of great offers to complement our motorcycle-related content.”