It’s no secret that us modifiers aren’t that keen on cyclists, but Sir Chris Hoy is an exception to the rule as he’s a bona fide petrol head and talented wheelman, which is why Davanti has unveiled him as brand ambassador for the Protoura Sport, Davanti’s next-generation ultra-high performance tyre. 

As a British sporting legend Sir Chris is no stranger to speed. After retiring from cycling as one of the most decorated Olympians in history, he embarked on a new career in motorsport.

His competitive nature and skill have helped him win races in the European LeMans Series, the GT4 24hr Series and compete in series ranging from rallycross to endurance to the Porsche Mobil 1 Supercup. “I’m so proud to become the brand ambassador for Davanti’s Protoura Sport tyre,” said Sir Chris Hoy. “It’s no secret I love driving and motorsport, they have always been a passion of mine. The Protoura Sport enhances everything I love about driving – the feeling of a connection to the car and the road or track, the sensation of speed and control.”

Davanti tyres are designed in the UK by experienced industry experts and manufactured in a state-of- the-art plant to exacting E-mark standards. “We are proud to welcome Sir Chris to the Davanti family,” said Davanti Tyres General Manager Peter Cross. “As someone with a reputation built on elite-level performance, both on two wheels and four, he perfectly embodies Protoura Sport.”

Learn more about Protoura Sport at