Beer brand Ambar has agreed a deal to become the official beer of Spanish cycling race La Vuelta, as well as the women’s race, the Ceratizit Madrid Challenge.
The independent Spanish Brewery’s partnership with Unipublic, organiser of both annual races, will see Ambar placed at the centre of each stage winner award ceremony.
The men’s race dates back to 1935 and sees participants race through 21 stages across Spain. This year’s edition begins tomorrow, August 24 and finishes September 15.
SportBusiness Sponsorship understands the deal has been agreed on an initial one-year basis due to the close proximity to the start date. This will be reviewed before the 2020 La Vuelta.
The deal entitles the Aragon-based brand to exposure at the departure area, the finish line and in seven stages of the advertising caravan that precedes the peloton.
Unipublic, commercial director Carlos Cobos told SportBusiness Sponsorship: ‘’We always work on three different lines. One is through television exposure, in parallel there will be pictures and videos of the stage ceremonies posted on social media and the live audience will have the opportunity to taste the beer at the event.’’
Javier Guillén, the general manager of La Vuelta, said the agreement tallied with the ‘’values’’ of the race. He stated: ‘’La Vuelta is closeness, passion and celebration. We like to think about the celebration that goes on around sports in general and cycling in particular. We love knowing that there are fans that live the passing of the peloton as a truly unique experience.’’
The Ceratizit Madrid challenge women’s race has run since 2015 and the 2019 event will be held between September 14 and September 15.
Enrique Torguet, director of communications, sponsorship and institutional relations for Ambar, said: ‘’It makes us so happy to sponsor the Women’s race because we feel like a unique beer.’’ He added: ‘’We have many elements in common with those who love and practice cycling.’’