Norton sponsors winning SxS team at Dakar Rally 2018

Norton sponsors winning team in Dakar rally

Norton Abrasives, a Saint-Gobain brand, has sponsored the winning SxS driver at the 40th edition of the Dakar Rally, known for being the longest and the hardest rally in the world.


This year’s competition took place 6-20 January, where Brazilian SxS team, Reinaldo Varela with Gustavo Gugelmin, completed the race in 72H 44' 06'' in their vehicle, beating their nearest rival by almost a full hour despite the mud, sand and dust.

Norton Abrasives is passionate about supporting racing teams, and current activity includes the Brazilian SxS team, as well as the first women’s team in the TC 2000 private car road racing in Colombia. The Dakar rally sponsorship offered a great partnership, as we supplied products for the build and maintenance of Varela’s SxS vehicle for the race. It was also the perfect opportunity to show off the Norton brand to millions of spectators lining the route of the rally and many more watching the action online or on TV.

Norton sponsored SxS car in Dakar Rally


The Dakar Rally is the biggest rally in the world and the second biggest global motor sport event. This year’s event saw 525 registered competitors and 337 vehicles competing, of which there were 14 competing in the SxS category, including Varela sponsored by Norton. The 2018 route crossed three countries, starting in Lima, Peru, with a rest day in La Paz Bolivia and the finish line in Córdoba, Argentina. There were 14 stages, of which half were entirely in dunes or off-piste, covering almost 9,000km and five days spent at an altitude of over 3,000m.


Norton sponsors Brazilian team win Dakar Rally Commenting on the great achievement, Reinaldo Varela says, “The Dakar 2018 was an extremely hard event, but we managed to win with an SxS Can-Am Maverick X3. We faced many types of terrain, from the hot dunes of Peru to the snow in the mountains of Bolivia. I can confirm that Brazil is now the ‘World Capital of SxS’, after two titles in a row: me and Gustavo Gugelmin in 2018 and Leandro Torres and Lourival Roldan in 2017. I cannot fail to recognise the excellent work of the South Racing team, the support of my family and the impeccable navigation of Gustavo Gugelmin.”*


Patricia Bitencourt, Automotive Aftermarket Marketing Manager, Saint-Gobain Abrasives Brazil, adds, “We’re delighted to be part of this victory and associated with such a talented team. Sponsorship of activities such as the Dakar rally that are closely tied to our business priorities is a key part of our marketing activities. As well as being a great advert for the Norton brand, it also allowed us to spend time with many of our customers. We hope this is the start of a long and successful partnership with the SxS team.”

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