One of the UK's fastest-growing names in off-road motorcycling, Dirt Store, has become the latest leading brand to back Dirt Bike Live, joining a growing line-up of industry names already committed to the inaugural event at the NEC, Birmingham, on 6 & 7 February 2027.
Having rapidly established itself as far more than an online retailer, Dirt Store has become one of the sport's most recognisable brands through its investment in racing, athlete partnerships and support of events across the UK. From motocross and Arenacross to enduro and trials, the business has become a familiar name throughout the off-road community, making its presence at Dirt Bike Live a natural fit.
Visitors can expect a major Dirt Store presence across the weekend, with the latest riding kit, parts, accessories and exclusive products from many of the sport's leading brands. You’ll also find members of the Dirt Store Triumph Racing team in attendance, giving fans the opportunity to meet some of the biggest names in British off-road racing from across multiple disciplines. The current rider line-up includes Tommy Searle, Ben Watson, Billy Askew, Dylan Woodcock, Eddie Wade and Rich Ely, reflecting Dirt Store's commitment to motocross, Arenacross and enduro alike.
The announcement continues to build momentum behind Dirt Bike Live, which has been created to become the UK's physical home of dirt bikes, bringing together manufacturers, retailers, race teams, media and riders under one roof ahead of the 2027 season.
“Dirt Bike Live is exactly the kind of event the off-road industry has been waiting for. It gives brands, riders and fans a reason to come together before the season gets underway, and we're looking forward to showcasing what Dirt Store is all about, meeting customers and spending the weekend with the wider off-road community.
We've proudly supported Arenacross for a number of years because we believe in growing the sport and creating great experiences for riders and fans. Being part of Dirt Bike Live feels like a natural next step for us." – Dan Giffard, Co-Owner of Dirt Store
Matt Bates, Promoter of Dirt Bike Live, added:
"Dirt Store has become one of the most recognisable brands in British off-road motorcycling in a remarkably short space of time. They've built something that goes far beyond retail by investing in riders, supporting events, backing manufacturers and creating a genuine community around the sport.
That's exactly why we're excited to welcome them to Dirt Bike Live. They represent so many different parts of our industry, and having them involved is another important step towards making Dirt Bike Live the place where the entire dirt bike community comes together each year.”
Dirt Store joins a growing line-up of leading manufacturers, retailers and industry brands already committed to Dirt Bike Live, with further exhibitor announcements set to follow over the coming months.
Alongside the exhibition, visitors will enjoy exclusive access to Arenacross practice, qualifying and FMX rehearsals before experiencing the opening round of the 2027 Arenacross Championship (separate ticket required), bringing every corner of the off-road world together for one unforgettable weekend.
Join us at Dirt Bike Live at the NEC in Birmingham on 6 & 7 February 2027. Tickets are on-sale now at dirtbikelive.com