While retired from full-time racing, Sam Sunderland will remain involved with two-wheeled off-roading in a new capacity. On Monday, Triumph Motorcycles announced Sunderland has been named a brand ambassador for the manufacturer.

“This collaboration with Triumph marks an exciting next step in my career, and I’m looking forward to being a part of this British team which alongside Red Bull, is ready to take on new challenges with me,” Sunderland stated.

Sunderland announced his retirement last July, ending a decade-long career that saw him win the Dakar Rally twice and the inaugural World Rally-Raid Championship in RallyGP. In January, he returned to Dakar as the navigator of a Toyota Hilux for fellow bike star Toby Price, though they bowed out halfway after Sunderland suffered a concussion.

As part of his new duties with Triumph, Sunderland will assist in developing the company’s adventure and off-road bikes.

Triumph is mainly known for building standard and sports motorcycles intended for riding on pavement. However, it does have experience on other surfaces, primarily salt flats like Bonneville’s for setting land speed records. The Tiger and Scrambler models are also adventure bikes developed for all terrains.

In 2023, the company established a motocross and enduro division with the help of Ricky Carmichael and Iván Cervantes. Earlier this month, Triumph scored its maiden victory in Monster Energy AMA Supercross with Jordon Smith’s TF 250-X. A Triumph Bonneville T100, using shocks from a sprint car and forks from a Honda XR650R, also infamously entered last year’s SCORE Baja 1000 with David Guerrant but did not finish.

“We have seen fantastic growth in the adventure sector over the last five years with the global success of our Tigers and Scramblers, as well as our decision to launch into the motocross and enduro markets for the first time,” commented Triumph chief commercial officer Paul Stroud. “The opportunity to work with Dakar winner Sam Sunderland on a new adventure is very exciting, and we’re delighted to welcome Sam to the Triumph family.”

Featured image credit: Kin Marcin / Red Bull Content Pool