Dirt Store Named Presenting Partner of 2026 Arenacross World Tour
By Team TMX on 14th Jan 26
The Arenacross World Tour has announced a major new partnership ahead of the 2026 season, with Dirt Store confirmed as the presenting partner of the championship.
As a result, the series will officially run under the banner Arenacross, Presented by Dirt Store, marking a significant step in the continued growth of the UK’s premier indoor motocross championship. The collaboration will see Dirt Store take on a prominent presence both inside the arenas and on track, as well as contributing to wider fan engagement initiatives throughout the season.
Arenacross owner and promoter Matt Bates welcomed the announcement, highlighting the natural progression of the relationship between the two brands.
“We’re incredibly proud to announce Dirt Store as the presenting partner of the 2026 series – meaning this season will officially be Arenacross, Presented by Dirt Store,” said Bates. “We’ve been working closely with the Dirt Store team for the past couple of years and the partnership has grown naturally because there’s a huge amount of synergy between our brands. They live and breathe Motocross, they genuinely care about the sport, and they’ve always backed Arenacross in a meaningful way. Beyond that, they’re just a brilliant bunch of people to work with – supportive, proactive and fully invested in what we’re building. We’re excited to take things to the next level together and we’re looking forward to delivering an incredible 2026 Arenacross Tour for riders, fans and the entire motocross community.”
Dirt Store, founded by brothers Dan and Jon Giffard, has rapidly established itself as one of the most visible and influential brands in UK off-road racing since its launch in late 2023. Based in East Sussex but shipping nationwide and internationally, the family-run business has combined retail growth with deep involvement across multiple racing disciplines.
The brand has already featured prominently on the world stage, with its logo appearing on the kit of riders such as Jeffrey Herlings and Kay de Wolf, while closer to home Tommy Searle delivered the MX2 British Motocross Championship in his first season with the Dirt Store Triumph Racing team. British prospects including Billy Askew, along with a strong youth programme, have also benefited from Dirt Store backing.
Dan Giffard said the partnership with Arenacross aligns closely with the company’s core values.
“What Matt brings to the table with Arenacross is something that can truly attract people to the sport, where kids can say ‘I want to do that’, and even some casual fans will say ‘I want some more of this!’ Adding to our involvement with both Motocross and Enduro, to be the official presenting partners of Arenacross in the UK means a lot to us and we will make the most of it!
“We’re riders first - and our mission has always been to fuel that passion with the best off-road products and the best service, while giving back to the sport through real event support. We aim to be the UK's leading Motocross retailer and we genuinely feel that Arenacross can help with that. We’ve worked alongside Arenacross for the past couple of years and it’s the perfect fit for our community and our customers. The series is loud, modern and built around proper racing - exactly what Dirt Store is about - and we can’t wait for an incredible 2026 season.”
Jon and Dan Giffard’s background in the sport runs deep. Jon spent years working as a mechanic for some of Britain’s leading riders before founding JGR Performance, while the brothers launched a successful youth motocross team in 2020. That programme laid the foundations for the Dirt Store brand, which has since expanded rapidly through title sponsorship of the British Motocross Championship and continued Arenacross involvement.
Dirt Store’s on-track presence in Arenacross will be led by the Dirt Store Triumph Racing team, with Dylan Woodcock and Eddie Wade contesting the series aboard the black-and-yellow British machines. With Triumph’s growing impact in off-road racing and recent British Championship success, expectations are high heading into the new season.
Arenacross is the UK’s premier indoor motocross championship, combining elite racing with a fast-paced, family-friendly live show. Tickets for the 2026 tour are on sale now via axworldtour.com.
