Waste Firm Aims to Help Promote Road Racing to a Wider Public : LSS Waste Management to Continue Sponsorship of Isle of Man Senior TT Champion Dean Harrison

LSS Waste Management recycling Nigel Woolford Dean Harrison Isle of Man TT
© LSS Waste Management

Leeds, UK based waste and recycling firm, LSS Waste Management, is to sponsor motorcycle road racing champion, Dean Harrison, for a second season.

Harrison, who is Bradford born and based, had his most successful season in 2019, winning the prestigious Isle of Man Senior TT trophy and becoming only the third rider in road racing history to complete a hat trick of solo championship wins at the Southern 100.

For 2020 Harrison is aiming to defend his Isle of Man and Southern 100 titles; top the podium at the North West 200 for the first time; add to his incredible 70 wins at Oliver’s Mount in Scarborough; and wrestle back the eye-wateringly fast Isle of Man TT lap record from his nearest rival, Peter Hickman, which currently stands at an average speed of 135.452 mph (217.988 kph) for the 37.73 mile (60.72 km) track. To get an idea of what travelling at that sort of speed looks like, past hedgerows and stone walls, check out the video at the bottom of the page.

Nigel Woolford, founder and managing director of LSS Waste, said:

“I’m a huge sports fan, love my motorbikes, and to me road racing is without any shadow of doubt the pinnacle of individual sport.

“To simply compete riders have to put everything on the line. To win, they need to be nigh on superhuman. They are hitting speeds upwards of 200 mph on small country roads, and at the longer races, like the Isle of Man TT, they’re maintaining these astonishing speeds for well over 200 miles.

“There really is no other sport that comes anywhere near to testing the physical and mental prowess of its participants in the way road racing does.

LSS Waste explained that its intention with its continuing sponsorship is less about developing its name amongst the fans, and more about promoting Dean and road racing to a wider audience.

“To this end it has engaged the services of Leeds-based Source Marketing, and at present the agency is producing a monthly podcast, Dean’s Debrief.

“Our long term sponsorship deals with Leeds Rhinos and Leeds United have been all about brand building for LSS Waste, but with Dean we’ve got a chance to shape both his and the sports future.

“If we can get across just a fraction of the sheer thrill of road racing to those who’ve never previously watched it, then I’m sure we’ll help create a lot more fans.”