National Sportbike Champion Richard Cooper Honoured with Place on Triumph’s Avenue of Legends
PHR Performance Triumph Racing’s Richard Cooper has been presented by Triumph Motorcycles with his championship-winning Daytona 660 and inducted into the Triumph Avenue of Legends at its headquarters in Hinckley, UK.
The British manufacturer has honoured Cooper with a commemorative stone plaque on Triumph’s Avenue of Legends at its global HQ and Factory Visitor Experience to celebrate his 2024 National Sportbike series win.
‘Coopes’ has been known as a formidable contender in the national championships for a number of years. In 2024, the racer from Nottingham worked closely with Triumph and Peter Hickman’s PHR Performance to develop the Sportbike kit for the then-recently launched Daytona 660, to race in the new national championship that runs alongside the British Superbike series. Fending off some tough competition throughout the season, with Richard and his arch-rival taking 11 of the 13 race wins by the end of the penultimate round, Coopes overturned a points deficit at the season finale with a win and a third place to sensationally clinch the title.
When he took a break from his day job to visit the factory during his lunchbreak, Richard had no idea that a ceremony was about to happen. With all his PHR Performance Triumph Racing team at the Triumph Factory to celebrate the occasion, the racer was presented with his championship-winning Daytona 660 Sportbike by Triumph Motorcycles Chief Product Officer, Steve Sargent. Walking down the Avenue of Legends, outside Triumph’s Factory Visitor Experience, where his name will be added, he was able to reflect on his successes over the previous season, and his career. His name will join the very best of Triumph’s pioneers, engineers and racers, that have made the motorcycle brand what it is today.
It was a poignant day for Richard, who has announced that he will not contest any full series going forwards. In addition to taking part in select tests and races, Coopes will assume a Team Manager role for PHR Performance in 2025, using his years of experience to guide the next generation of racing talent.
Richard Cooper – 2024 National Sportbike Champion
“Honestly, I was quite overwhelmed by the whole situation. Obviously the PHR team had asked me to go along to the Triumph factory, and I wasn’t sure what was happening at the time. I turned up in my work clothes, thinking there was just a quick tour of the factory or something. Unbeknown to me, halfway around the factory tour there was my championship bike waiting for me. We had an amazing year as the first year as a Triumph factory supported effort. The boys at PHR did an amazing job, Steve Sargent at Triumph believed in me, and I guess I delivered a result that we all were aiming for. It wasn’t easy, the championship came down to the last round, the last race, almost to the last lap to clinch it. I feel very privileged to have been part of the project from the start. I’m still involved now, but not in the same way, as I’m now moving into a Team Manager role with PHR for the next young rider to compete in the series, which is a full circle moment I guess.
“When it comes to the Avenue of Legends, at the age I am now, as my career comes to a close, to have something ‘in stone’ pardon the pun, is something I’m very proud of that will be there a very long time. Being part of Triumph’s history alongside some very prolific names, is incredibly special and I am totally savouring the moment knowing that it will be laid there soon. What an incredible day.”
Peter Hickman – PHR Performance
“It was an absolutely mega day. It was great to surprise Coopes with his Championship winning bike, especially with him stepping back from racing full championships. He’s not retiring, but it’s unlikely he’ll do a full series again, so that will be the last championship bike he ever wins on. It was great for him to receive it from Triumph Racing, and great for PHR Performance to be involved with his championship win, as well as the race development around the Daytona 660. It’s been fantastic; we’ve really enjoyed it, especially as we’ve got a young team mixed in with guys like Coopes with years of experience, as well as everyone at Triumph Racing, and so it’s been really positive overall for many reasons. We’re super happy the year went as planned; it was never easy, although it came together in the end and we can be proud of what everyone achieved. We’re now looking forward to the 2025 season, with a young 19-year-old and I’m sure the work that Coopes has done will be a great basis for him going forwards as he steps into a new role with PHR.”
Steve Sargent – Chief Product Officer, Triumph Motorcycles
“It has been a great day celebrating Triumph and Richard Cooper’s amazing victory in the National Sportbike Championship. This was a new and closely fought series that went down to the final round, where we came out on top to win the championship with the Daytona 660 Sportbike, which had been an interesting project that Richard had been involved with from the start. It was a nice surprise for Richard to receive his championship winning bike, and his name will now be included in the Avenue of Legends. Looking ahead, we can’t wait for the start of the 2025 season, and with the base we have thanks to the work done so far, I’m sure we can look forward to the next generation of talent coming through the ranks.”
