Global Merchandising Services brings Motörhead to motocross with Masters of Dirt experience

Global Merchandising Services has paired up Motörhead with biking show Masters of Dirt for a segment celebrating the band’s 50th anniversary.

The segment of the show – titled ‘Fire Segment: 50 Years of Motörhead’ – sees freestyle stunts inspired by Evel Knievel performed to a Motörhead soundtrack.

“This segment captures the essence of what Masters of Dirt and Motörhead stand for: pushing boundaries, embracing rebellion, and igniting passion,” said Georg Fechter, Founder and CEO at Masters of Dirt.

The collaboration will also span a Masters of Dirt x Motörhead merchandise capsule collection. The line will debut on the 2025 Masters of Dirt Freestyle Showdown European Tour and will be available for purchase online and at selected tour stops.

“The Masters of Dirt x Motörhead collaboration is a fusion of two adrenaline-fueled powerhouses, bringing together the raw energy of freestyle motocross and the legendary sound of the band,” added Jens Drinkwater, Head of Licensing at Global Merchandising Services.