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Alpecin builds cycling portfolio with Tour de Suisse tie-up

German shampoo manufacturer Alpecin has expanded its presence in cycling by becoming an official co-partner of the Tour de Suisse.

Under the agreement, brokered by the InfrontRingier Sports & Entertainment agency, Alpecin will also sponsor the affiliated non-professional Tour de Suisse Challenge.

Terms for the sponsorship were not disclosed.

Alpecin will benefit from extensive television advertising throughout the race, present the cup to the winners of the Tour de Suisse Challenge and give out samples of its products to spectators.

The Bielefeld-based company is the joint title sponsor of the Giant-Alpecin team – Germany’s only UCI WorldTour professional cycling outfit.