HONOR Teams Up with ZXMOTO for Global WSBK Campaign

Tech brand enters World Superbike Championship through strategic partnership with rising motorcycle manufacturer.

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HONOR has officially stepped into the world of international motorsport after announcing a strategic partnership with ZXMOTO, marking its debut in the FIM Superbike World Championship (WSBK).

As part of the agreement, HONOR will act as ZXMOTO’s official strategic partner, supporting the brand’s global campaign in WSBK. The collaboration brings together two emerging players that share a common goal of pushing limits in performance, manufacturing excellence, and premium user experience.

A partnership driven by a challenger mindset

ZXMOTO, founded by Zhang Xue, has rapidly evolved from a startup into a competitive name on the global racing stage. The company recently achieved a major milestone by becoming the first Chinese manufacturer to secure a double win in the World Supersport category during a WSBK round in Portugal.

This achievement reflects the brand’s upward trajectory and aligns closely with HONOR’s ambitions. Both companies are targeting a similar demographic, young, performance-oriented consumers and tech-savvy audiences who appreciate speed, innovation, and precision.

For HONOR, this move represents more than just brand exposure. It forms part of the company’s broader strategy to strengthen its premium positioning and global presence, while connecting directly with motorsport fans where performance and identity play a key role.

Looking beyond traditional sponsorship

Rather than a short-term branding effort, the partnership is positioned as a long-term collaboration with potential for deeper integration between both brands. Future plans are expected to explore technological synergies, built around a shared “challenger” philosophy.

ZXMOTO founder Zhang Xue has also praised HONOR’s latest foldable smartphone, the HONOR Magic V6, noting its slim and lightweight design as well-suited for professionals with fast-paced lifestyles.

As both brands continue to expand their influence across industries, the partnership highlights a broader vision, to translate the high-performance mindset of motorsport into everyday technology experiences.