Double Dakar Rally winner Sam Sunderland joins forces with Triumph Motorcycles as brand ambassador
Two-time Dakar Rally winner and FIM World Rally-Raid Champion Sam Sunderland has joined Triumph as an official brand ambassador.
The rally racing star has signed with the Hinckley brand to help develop new adventure and off-road projects—potentially hinting at Triumph’s ambitions in rallying, as well as further expanding their motocross, enduro, and dirt-focused Tiger line-ups.
Triumph has already unveiled a two-strong motocross range, consisting of the £9795 TF250-X and £10,695 TF450-RC Edition, and has confirmed plans to enter the enduro racing scene in 2025 with a new model, led by former world champion Paul Edmondson.
Sunderland said: “This collaboration with Triumph marks an exciting next step in my career, and I’m looking forward to being a part of this British team which alongside Red Bull, is ready to take on new challenges with me. I can’t wait to get started.”
The move follows Sunderland’s retirement from professional racing in July 2024. The now 36-year-old made his Dakar debut in 2012 aboard a modified Honda CRF450, having claimed stage wins the year before in the Abu Dhabi Desert Challenge and Australasian Safari.
After switching to KTM in 2014, Sunderland made history in 2017 as the first-ever Brit to win the gruelling Dakar Rally. He took the top-spot again in 2022, securing his second and final victory in the international raid.
Triumph’s Chief Commercial Officer, Paul Stroud added: “The opportunity to work with Dakar winner Sam Sunderland on a new adventure is very exciting, and we’re delighted to welcome him to the Triumph family.”
