Merlo UK NORA92 British Cup partnership builds connections

The Merlo UK NORA92 British Cup partnership has provided the construction and agricultural machinery manufacturer with a different way to connect with its dealers and customers.

Rather than relying solely on exhibitions, machinery demonstrations and formal meetings, Merlo UK has used the grassroots motocross championship to bring people together in a more relaxed trackside environment.

The company says relationships developed during the events have already contributed to genuine business opportunities.

Merlo UK joins round three at Sherwood

The third round of the 2026 NORA92 British Cup took place at Sherwood Motor Park in Nottinghamshire during August.

The venue was appearing on the championship calendar for the first time, with its naturally sandy ground presenting riders and organisers with a new challenge during one of the UK’s driest periods in recent years.

Regular watering and track preparation were required throughout the weekend to control dust and maintain visibility.

“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 with constant watering and track preparation. The result was excellent racing conditions and improved visibility for riders.”

Merlo UK welcomed customers and dealers to the event, giving many their first experience of national-level motocross.

Building relationships outside the exhibition hall

Merlo UK’s involvement in the championship was created to provide an alternative setting for customer and dealer engagement.

The paddock gives visitors the opportunity to discuss machinery and business requirements away from the more structured environment of an exhibition stand or meeting room.

“One of the biggest positives has been the opportunity to invite dealers and customers to experience the sport first-hand,” Rich explains. “They’ve thoroughly enjoyed seeing the racing in action and becoming part of the motocross community.”

Merlo UK says these meetings have helped strengthen existing relationships while introducing the company to new contacts from across the construction and agricultural sectors.

According to Rich, some trackside conversations have also influenced equipment deals.

“What’s particularly rewarding is that genuine business opportunities have come from these events, with deals having been influenced by relationships developed trackside,” he says.

Motocross creates a machinery connection

Construction equipment and motocross operate in different markets, but both depend heavily on reliable machinery, technical knowledge and effective support.

That connection was one of the reasons Merlo UK chose to become involved with the NORA92 British Cup.

“We wanted to engage with customers and dealers in a different and more exciting environment outside of traditional exhibitions and demonstrations,” says Rich.

“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.”

Merlo race bike attracts attention at Hillhead

The partnership has also been promoted beyond the motocross circuit.

A Merlo-sponsored race bike was displayed on the company’s stand at Hillhead earlier in the summer, where it became a conversation starter among visitors who had initially arrived to discuss machinery.

Merlo also ran a competition offering tickets to the NORA92 British Cup. The winner attended the Sherwood round with her son for their first experience of national-level motocross.

The company says the display and competition helped introduce the championship to people who may not previously have followed the sport.

Merlo supports the season finale

Merlo UK continued its trackside programme at the fourth and final round of the 2026 NORA92 British Cup at Gossington in Gloucestershire on 29–30 August.

Alongside the championship-deciding racing, the company welcomed customers and dealers and displayed a selection of Merlo machines throughout the weekend.

For Merlo UK, the value of the partnership has extended beyond its visibility at the events.

“What started as a different way to engage with dealers and customers has evolved into something that genuinely connects people through a shared passion,” Rich concludes.

“We’ve had tremendous support from the motocross community, our dealers and our customers.”