Press Release

It is with regret that we announce that, after a very successful four-year partnership, Norco Bicycles and the Dirt Norco Race Team are parting ways for the 2014 race season.

Throughout the course of our fruitful partnership, we worked very closely with the Dirt Norco Race Team athletes to create and refine the Norco Aurum downhill race platform. The team also played an important role in helping to establish Norco Bicycles as a contender on the World Cup circuit. Beyond this, original team members Ben Reid and Dan Stanbridge are great friends to Norco Bicycles and to the people who work here; these personal relationships are truly valued.

Ben Reid and his Dirt Norco DH steed. - Credit: Jacob Gibbins // Vital MTB

Over the past four years, Ben and Dan welcomed a number of very talented riders to their squad, namely Duncan Riffle, Casey Brown, George Gannicott and Greg Callaghan. Each of these talented athletes made valuable contributions to our product development and attention to the Norco brand with their world-class commitment and personalities - we are grateful for their input and friendship.

Ben's meticulous attention to detail and passion for the sport led to many great successes for the team and for Norco. Much of the credit for the Norco Aurum and for the team's successes can be attributed to Ben, Dan and their teammates' hard work and dedication.

Thank you Ben, Dan and the entire team for the time you spent with Norco Bicycles. We appreciate everything you have done and wish you the best of luck in 2014 and beyond.

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  • Maverickdh005

    2/2/2014 10:03 AM

    Norco have a Factory Canadian team plus a World cup team in Bryn and Jill, sad to see them part from Dirt but its a business, if it is economies then makes sense, no point over duplicating the same thing, but I do see that Ben Reid and team probably more than the other teams have raised Norco's profile and thats definitely value right they're for a business, good luck to both parties, excited to see what Dirt Norco ride next, they are a fantastic brand.

  • airsoftesneeto

    1/31/2014 4:25 PM

    high cost of going to world cup dh events, booming enduro scene that is much cheaper, leads to a perfect recipe of getting out of dh racing. sad sad day

  • bturman

    1/31/2014 5:33 PM

    This PR mentions nothing about the Dirt team leaving DH. They'll announce a new sponsor soon.

  • sino428

    1/31/2014 8:12 PM

    What makes you think running a high level enduro team is any cheaper than a DH team? I would think the costs would be similar, no?

  • lochhead1

    2/1/2014 10:50 AM

    I don't think it's the cost, enduro encompasses a much larger rider basis when it comes to advertising and sales.

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