Glenn Irwin has say on sponsor debate as Oxford Products re-evaluates 'commitment' to series over BSB partnership with nicotine pouch manufacturer Zyn

The Northern Ireland rider took to social media platform X following a statement issued by Oxford Products on Tuesday night, with the brand suggesting a possible end to its sponsorship within the championship.

After Bennetts ended its long-standing title sponsorship of BSB earlier this year, Zyn – a BSB partner since June 2025 – took over with little publicity around the development.

Zyn is a subsidiary of tobacco giant Philip Morris International and is advertised as a ‘smoke-free alternative’ to cigarettes. However, some studies have found the pouches to be highly addictive and unintentionally more appealing to children.

Oxford Products have previously sponsored race-winning riders and teams in BSB but said in a statement that, “Promoting substance addiction is not compatible with our philosophy of making life on bikes better”, and added that their commitment “is now under scrutiny since BSB’s owner MSV signed a title sponsorship deal with a Swedish brand promoting potentially harmful nicotine pouches”.

Two-time BSB title runner-up and Nitrous Competitions Racing Ducati rider Irwin responded to the furore on X, posting: “This statement by @OxfordProducts is a bid odd really.. been around racing from the 1970s, through the alcohol/tobacco sponsorship era.. criticising a Bsb sponsor who are with Ferrari F1/Lewis Hamilton and horse racing!

“Everyone has a choice and everyone has an opinion but perhaps this statement should have stayed within. Are they a title sponsor? Or what am I missing?

“To any potential Bsb sponsors, you won’t get a more accessible paddock in the world with global marketing benefits!”

Tuesday’s statement in full from Oxford Products read: “Oxford Products has been constantly involved in motorcycle racing at one level or another since the mid-1970s.

“Indeed, the company was formed by race fanatic Alec Hammond in 1973 to fund involvement in the sport.

“In recent years, a large proportion of Oxford’s race budget has been allocated to the incredibly successful British Superbikes (BSB) Championship, sponsoring both racers and teams at the highest level.

“This commitment is now under scrutiny since BSB’s owner MSV signed a title sponsorship deal with a Swedish brand promoting potentially harmful nicotine pouches.

“ZYN is manufactured by a subsidiary of tobacco giant Philip Morris International, so this would appear to be the latest attempt by big business to profit from selling addiction, just like the current vape epidemic.

“We do not believe that motorcycle race fans or indeed motorcyclists in general will benefit from the promotion of addiction in this way.

“Regretfully, we have to consider whether we wish to associate our brands with BSB, otherwise the pinnacle of motorcycle racing in the UK.

“This is the latest indicator of Oxford’s increasingly strict ethical approach to doing business, following unprecedented investment in sustainability, colleague welfare, and staff profit sharing.”

BSB Series and Race Director Stuart Higgs said the championship complied with “all relevant legislation and advertising standards and codes of practice”.

In a statement provided to motorsport website Crash.Net, Higgs said: “They [Oxford Products] are not actually a direct championship sponsor, nor to the best of my knowledge a current team sponsor, noting that their title sponsorship of the Moto Rapido Ducati team ended in 2024, coinciding if I recall correctly with a senior management change at the business.

"Prior to that I recall a positive, multi-year relationship.

"BSB is a sports property and operates within a highly competitive and congested environment competing for commercial partners vital for the operation of the championship.

"Our commercial partner portfolio and the various levels are completely visible, and in the case of our title partner, they also activate within the Formula 1 World Championship with Ferrari, with the Jockey Club (major UK horse racing events) and major UK music festivals and events.

"We comply with all relevant legislation and advertising standards and codes of practice.

"I am currently travelling (to the Thai GP) so have had no opportunity to contact Oxford."