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Bentley Motorsport Partners with Iconic Luxury Brand Princess Yachts


A shared philosophy that blends luxury and performance unites the two British manufacturers.

Images by Princess.

The Bentley Continental GT3 on display in front of the global launch of the Princess V40 at boot Düsseldorf in January 2017 

Bentley Motorsport has signed a three-year sponsorship deal with luxury manufacturer Princess Yachts, which will see the two global brands partner together in exciting motorsport activities around the world.

The partnership brings together two British brands that epitomise performance, elegance and luxury, mixing cutting-edge technology with traditional craftsmanship and setting new standards within their industries.

‘…“The partnership has always been very real in the hearts and minds of our customers. …’

The new Princess branding on the Bentley Continental GT3
The new Princess branding on the Bentley Continental GT3

Princess Yachts will join Bentley Motorsport’s other brand partners and the iconic luxury yacht manufacturer’s branding will be seen on the new 2017 livery for the Continental GT3s racing in the Blancpain GT Series in Europe, Pirelli World Challenge in the USA and China GT series in Asia.

Kiran Haslam, Marketing Director for Princess Yachts said: “The partnership has always been very real in the hearts and minds of our customers. Currently Princess customers engage with Bentley at most of our global events, an in Dusseldorf this year, where Princess displayed the largest line up at BOOT 2017 we teased the new motorsport partnership at an exclusive private event. The enthusiasm and excitement generated was incredible, and the opportunities for both Bentley and Princess to work together collaboratively has really ignited a series of exciting activities.”

“We first ran with the Princess Yachts branding on the Continental GT3 when we raced at Bathurst 12 Hours,” commented Bentley’s Director of Motorsport Brian Gush. “The logo was shown on TV on the side of the Bentleys for almost two hours of the 12-hour race, which we all agreed was a fantastic amount of air-time. The partnership went well and we were all keen to progress it further.”

The new Princess branding on the Bentley Continental GT3
The new Princess branding on the Bentley Continental GT3

In addition to branding, the partnership will include joint activities that bring the worlds of luxury yachts and exhilarating motor racing together, to deliver truly exceptional experiences to Princess and Bentley customers all across the world.

Princess Yachts 

Plymouth-based Princess Yachts epitomises the best of British manufacture, from its quality craftsmanship, design and engineering pedigree, to the refined elegant and luxury interior styling of its craft. The result blends cutting-edge technology with traditional craftsmanship to set new standards in performance, evident across the Princess range of

sophisticated Flybridge motor yachts, dynamic V Class sports yachts, ground-breaking S Class sportbridge yachts and flagship M Class superyachts. The Princess reputation for design, engineering and manufacturing excellence has earned the company global appeal and established it as a truly international brand. Princess Yachts International was acquired in 2008 by L Capital 2 FCPR, an investment group co-sponsored by LVMH (Moët Hennessy Louis Vuitton) and Groupe Arnault. In January 2016, L Capital merged with Catterton to become L Catterton, now recognised as the largest global consumer-faced investment firm.


Bentley Motorsport is based at the Bentley Motors headquarters in Crewe. From there, the operation runs Bentley Team M-Sport, and oversees three Works-supported teams around the world.

 The Continental GT3 is built by the Bentley motorsport team in conjunction with M-Sport. The Bentley GT3 team is led by Bentley Director of Motorsport, Brian Gush supported by M-Sport’s Chief Engineer, Christian Loriaux.

 Bentley Motors’ headquarters in Crewe is home to all of its operations including design, R&D, engineering and production of the company’s four model lines, Continental, Bentayga, Flying Spur and Mulsanne. The combination of fine craftsmanship, using skills that have been handed down through generations, alongside engineering expertise and cutting-edge technology is unique to UK luxury car brands.

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