5 MINUTES WITH BENJAMIN COBB

Benjamin Cobb arrived in the Communication and Brand PR role for WorldSBK promoters Dorna this season at an important point in the development of the biggest production-derived championship on the planet. We found out more about the man and his role, which in 2016 features separate but closely related duties.
‘The media side means taking care of all the media we have, international and permanent media, and making sure we give them all the tools they need to be able to communicate about World Superbike.

Brand Management is why I was brought in, with my past experience with Alpinestars, to communicate about World Superbike as a product. For manufacturers, sponsors and circuits this means World Superbike is used as a kind of platform for production based manufacturers. They make the machines that you and I can go out and physically buy. Every weekend you have those bikes out on the track with the fastest riders in the world, literally going at each other to win.

World Superbike is all about bringing fans closer to the races. It is a product that we need to be able to communicate about and have a clear vision of where we want to go with it.

With manufacturers coming back into World Superbike we also have MotoGP riders making a change to World Superbike to carry on racing at the highest level of competition and we have new comers.

We have so much going on this year that we need to get up to speed extremely quickly in order to reply to the demand and interest, which is constantly growing.

My laptop is my office. Everywhere I ago I am looking at e-mails on my phone or my PC.