A popular annual summer motor festival has become the Scooter Mart Motor Fest after the cycle company took on the title sponsorship for the next three years.

“This rebranding underscores the significance of Scooter Mart’s role as the title sponsor, and serves as a testament to its commitment in amplifying Bermuda’s unique motor culture and camaraderie,” event organiser Bermuda Charge’s director, David Cahill, said.

The Scooter Mart Motor Fest promises to be bigger and better than ever, featuring a display of custom bikes and cars, entertainment, powerboat racing and a charity ride out to close the show.

“Nick Thomson and his team have played such a big part in stimulating the Bermuda economy in recent months, giving back to the community and innovating in the transport industry,” Mr Cahill said. “Their commitment to the show is yet another example of that.”

He said the upcoming show on Front Street on June 30 will be their sixth.

“We will take over Front Street to showcase the island’s beautifully decorated bikes and cars in an action-packed, family-friendly festival,” Mr Cahill said. “Entry is free for all spectators, and as usual, we expect several thousand people to attend.”

The target this year is 400 or more riders for the end-of-show charity motorcade.

Mr Thomson said the Scooter Mart Motor Fest brings to the fore many great things about Bermuda, such as community spirit, motorsports action and “hot bikes”.

“Our bike culture here is second to none,” Mr Thomson said. “We grow up with bikes, and they are a rite of passage rooted deep in tradition. The show continues to grow yearly, and my team and I love being a part of it. It is awesome to see thousands of spectators in attendance, all engaging with show vendors and participants, smiling and taking home photos, memories and stories.”

Hundreds of bikes are expected to show at the festival, as well as more than 40 detailed autos. After a successful collaboration last year, the Bermuda Power Boat Association will also be racing in Hamilton Harbour.

Acrobats, dancers, entertainers and vendors will add flavour to the day, and more than 70 exhibition tents will offer products and services from the auto, motorcycle, and marine industries.

The Greenlight Energy Eco Village will display the latest tech innovations in Bermuda, including e-bikes, kick scooters and EVs, as well as eco-friendly solutions for day-to-day living.

“Fifteen per cent of participant ticket sales go directly to registered charity Greenrock, who dedicate their attention to keeping our island beautiful for the next generation,” Mr Cahill said.